Somerfield/Kwik Save to revamp own-brand range

Supermarket chains Somerfield and Kwik Save are to challenge branded competitors such as Procter & Gamble and Lever Fabergé 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.

Recommended

Online bookmakers hit back at ‘under-age’ gambling claims

Marketing Week

Online bookmakers have hit back at allegations of under-age betting on their sites, with an attack on banks for not policing the issue of debit cards to under-18s. An investigation by children’s charity NCH found that children as young as 11 could gamble using freely available debits cards such as Solo and Electron. But bookmakers […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now