Spar Brings Economy Label to the U.K.

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August 23, 2011

Spar is launching its private label economy line in the U.K., bring the S Budget brand to stores on August 29. The S Budget is currently sold in Spar stores in seven other countries and includes approximately 250 products.

Spar will launch 33 of those in the U.K. across multiple product categories including everyday essentials, fresh foods, grocery and household items. Featured products include baked beans, cheddar cheese, chopped tomatoes, energy drinks, lemonade, juice, kitchen towels, laundry detergent and bleach.

“This range of products has been developed to drive down the cost of local shopping, and encourage customers to do their top-up shopping at Spar,” said Susan Darbyshire, Spar U.K. brand director. “We want to show shoppers they can find value for money as well as convenience in Spar stores, and make sure our retailers have the products in the range that will drive customer loyalty for the future.”

The S Budget line is positioned as an economy line and will be frequently monitored to maintain competitive pricing, according to the company. The launch is being touted as a way to help U.K.  shoppers keep down costs in a turbulent economy.

Spar is planning an integrated marketing campaign to accompany the brand’s introduction. According to the company, the launch will be supported by a $1.65 million campaign, including national and local radio advertising, a digital campaign, door drop leaflets and POS materials. The POS kit will include header boards, shelf stripping, shelf edge enhancers, fins, hanging boards, barkers and posters and is designed to help retailers create theatre in stores.

The campaign, along with generous margins, is meant to encourage Spar retailers to stock the S Budget range of products. “Retailers will receive a generous margin to ensure that the range delivers on profit as well as sales and customer satisfaction,” according to the company.

The S Budget brand was originally established in Spar Austria.

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