Some 150 new skus have been introduced, comprising 57 new lines and 93 product upgrades, making it Spar's single biggest own-brand launch. The changes include recipe improvements and more attractive packaging across the entry point Extra Value range, the standard range and a new premium brand, Our Very Own.
Most of the new lines are fresh and chilled, such as bbq meats, salads, sandwiches, pasties and heat-to-eat lunchtime pots.
New TV advertising kicks off in July as part of a £2m campaign which also includes radio, press and in-store activity. Further bursts are set for September, October and spring 2010.
Spar UK marketing director Susan Darbyshire said: "Spar has a big opportunity to increase customer spend, loyalty and store visits through own brand."