Supermarket chains Somerfield and Kwik Save are to challenge branded competitors such as Procter & Gamble and Lever FabergÃ© with an overhaul of their own-brand household goods portfolio.
The relaunch will include more than 70 product lines. The supermarkets have consulted their legal team on the changes – the revamped packaging for the laundry and fabric conditioners range closely resembles that of branded competitors such as Bold, Persil and Surf.
Category director for fabric and dishwashing Seamus Butler says the chains’ own-brand products will be given equal or higher prominence than their nearest rivals on the shelves for the first time, rather than being placed in separate own-brand sections. Butler says: “We are really going to challenge the brands and we will hurt them.”
Pricing will be raised nearer to the branded alternatives, although the own-brand goods will still be up to 19 per cent cheaper. The launch will be supported by an in-store launch and advertising, which will also feature in the supermarkets’ magazines.
New variants will be introduced across the portfolio, including fragrances such as “meadow” and “marine”, as well as innovations such as a rapid-dry fabric conditioner.