Budgens to introduce premier and organic ranges?

Budgens is considering rolling out its first ranges of dedicated finest and organic food categories as it relaunches its entire portfolio of own-label products with an updated packaging design by Martin Dawe Design.

Lucy Milleret, product marketing manager at Budgens, has been overseeing the project to redesign Budgens’s own-label range of food products. She confirms that the company is in turn looking at launching its first finest and organic own-label lines.

Martin Dawe Design was appointed to the redesign packaging project last year. Over 60 different categories will be relaunched across stores by September, with the long-term intention to align the Budgens range more closely with that of sister supermarket business Londis.

Budgens has redesigned its range of own-label products to give a more cohesive look across its various food categories. The packaging will be minimal and features more photography on-pack to give the feeling of a farmers’ market.

Products sourced from different countries have been grouped together to create a more common look within categories and promote the food’s source of origin. The packs also feature the revamped Budgens logo, which was redesigned by integrated communications agency WFCA 18 months ago.

‘This is a big leap forward for Budgens from its existing packaging. We wanted to get away from the factory look in packaging and really make the product the hero. The redesign will stand up well against the multiples,’ says Martin Dawe, founder of Martin Dawe Design.

The packaging projects come as Budgens reportedly seeks to become a national franchise operation and open up to 25 new stores per year. The Musgrave Group acquired Budgens in 2002.