Goodbye Superquinn, as SuperValu rebrand begins

Goodbye Superquinn, as SuperValu rebrand begins

Superquinn supermarkets are officially being rebranded to SuperValu today.

The Musgrave group took over the chain in 2011.

Over 2,500 Superquinn staff will be affected by the change, which resulted in the loss of around 100 support jobs at the Superquinn head office in Lucan, Co Dublin.

Fergal Quinn, the company founder, has likened the rebranding to a happy marriage for his daughter.

"If you didn't like the new husband, you wouldn't be happy … but if you're very happy with the new husband, you'd say: yep, she's going on to a new life.

"They're an Irish family business, and I think that's great."

We've been very careful in the changes that we've made - we've talked to shoppers an awful lot, we've listened to any concerns they've had," said Martin Kelleher, Managing Director of SuperValu.

"We've kept aspects of the brand, obviously - like Superquinn sausages – but we very much see this as a best of both merging.

"We're now, finally, really, a national brand."

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