Having carried out a strategy review, Budgens have completely overhauled the category, addressing range structure, quality, pricing, packaging and labelling. The team is confident that this major re-launch will make Budgens a better known destination for meat purchases.

The range has been rationalised and ‘good/better/best’ tiering introduced. The existing own label fresh meat range has been rationalised to cut out deadwood and repackaged with a focus on provenance to create the ‘Better’ range. Packaging is now in clear trays supplied by Sharp Interpack with new wrap-around labels featuring the farmers who rear the meat. ‘Chalkboard’ style stickers will communicate price promotions where appropriate.

The entry point – ‘Good’ – range comprises competitively priced, fixed weight family packs. The range includes beef, lamb, pork and chicken, now packaged in opaque trays with clean, simple labelling to highlight value.

Budgens ‘Best’ meat and poultry range will relate to breed and farming practices. At launch, this ‘Best’ tier includes the Lloyd Maunder brand of Free Range and Organic fresh meat and poultry and there are plans to extend similar principles of breed and rearing to Budgens own label beef and poultry in the very near future.

A complete packaging review was undertaken to ensure clear identity on the shelf and improve communication of the quality and provenance of Budgens fresh meat and poultry. Big enough to have all the due diligence and traceability in place, but small enough to know their individual farmers, Budgens are proud to boast about their relationships throughout the supply chain from their farmers to packaging manufacturers and their new packaging and labeling quite clearly communicates this. ‘The visual appearance of the product has been fundamental in the decision to choose Sharp Interpack as suppliers of clear trays within the range’ commented Rick Wiles. ‘Having worked with Sharp Interpack for over ten years we know their products are of exceptional quality and will truly reflect the ‘Better’ range values’ he concluded.