SuperValu announces even more price cuts without compromising support for Irish suppliers

17 August 2009


Average trolley of goods now dropped by almost €70 since January

SuperValu has announced it is making a further €30 million investment to deliver even more long term price cuts to consumers.  Starting today, an additional 1,000 everyday products and brands across all ranges are reduced significantly in all 194 independently owned SuperValu stores.  This is being delivered without sacrificing SuperValu’s commitment to Irish suppliers and Irish jobs and will see the value of SuperValu’s price reductions and offers top €230 million in 2009, with over 3,000 permanent price cuts in-store so far this year.  For consumers this means a real saving of almost €70 on their average shop at SuperValu since the beginning of the year.

Commenting, Donal Horgan, Managing Director, SuperValu, said; “Just over six weeks ago we announced a significant number of price cuts and offers and we are now extending this even further across another 1,000 everyday products and brands.  SuperValu is a business that listens to what the Irish consumer wants and given our market share performance, which is growing ahead of our competitors, we know we are getting it right.  Consumers are voting with their feet and that tells us that our mix of everyday low prices and market leading promotions is exactly what they want.”

“As always, these deep price cuts are being delivered without compromising our support for Irish suppliers, brands and jobs, as has been our commitment all along.  No one can match SuperValu’s credentials when it comes to supporting Irish and we will be continuing with this policy gong forward.”

Currently 75% of everything on SuperValu’s shelves is sourced or produced in Ireland. These purchases are worth in excess of €2.85 billion every year to the Irish economy and indirectly support 14,000 Irish jobs.  For example all SuperValu branded beef, lamb, chicken, pork and bacon is 100% Irish, while 65% of all our fruit and veg is also Irish adding up to €1.2 billion worth of fresh produce every year.


For further information please contact:

Piaras Kelly / Emma Doherty        Des O’Mahony
Edelman                                    Brand Communications Manager
01 6789333                               SuperValu
086 8131691 / 087 2546762        086 600 1784
Joe.Carmody@edelman.com         des.omahony@musgrave.ie
Emma.Doherty@edelman.com