‘Fight for value’ the main battleground in retail sector

The hunt for value is now “the main battleground” in the country’s grocery sector as Superquinn is to be rebranded under the SuperValu banner.

The Musgrave Group confirmed that all 24 of Superquinn’s stores will become SuperValu by next February.

Musgrave CEO Chris Martin said the “fight for value” was now the main battleground in a vastly changed grocery sector, and claimed that one in four consumers will be shopping at SuperValu’s 222 stores once the merger is complete.