SuperValu claims range can cut €45 from grocery bill

A leading supermarket chain has responded to cash-conscious shoppers with the launch of its new own-brand range it claims can slash €45.26 off the bill for a basket of groceries normally costing €110.35.

SuperValu, part of the Musgrave Group, has invested €20 million in its own-brand range of more than 1,500 products and says the move represents the biggest product launch in its history.

According to research commissioned by SuperValu, four-out-of-five consumers reduced their household spending last year. Two-thirds of shoppers specifically reduced their monthly grocery spend because it was one area they could control.