Costcutter unveils five-year brand strategy

Costcutter Supermarkets Group has revealed its symbol strategy for the next five years, with three core brands – Costcutter, Kwiksave and Mace.

The Mace brand will be known as Supershop in Northern Ireland. A premium version of the Costcutter brand will also be available for retailers where location and demographics require a higher specification for their store.

This will also be reflected in the range, with more focus on fresh produce and the high-end own brand Independent Specialist, while the premium Costcutter replaces the myCostcutter brand.

Your Store, which was acquired as part of the transfer of Mace from Palmer and Harvey in 2013, will be phased out and replaced with Mace, and Supershop in Northern Ireland.

Costcutter marketing director Richard Coates said: “Our brand portfolio approach allows us to serve the needs of our members across a diverse range of stores. 

“Costcutter, Kwiksave and Mace give us the flexibility to meet retailers’ needs, whether they are forecourt, neighbourhood, high street, supermarket or CTN stores.”