EXCLUSIVE: Jack’s symbol group to be scrapped

The Jack’s symbol group is to be discontinued as Booker is to replace Happy Shopper, Farm Fresh and Discover the Choice own labels with the brand.

The discount format – launched by Tesco in 2018 – was made available to independent retailers as part of a trial in October 2020. The first Jack’s symbol retailer was Mo Razzaq, who had converted his Family Shopper in Glasgow to the fascia.

Subsequent openings were made in County Durham and Middlesborough. Razzaq confirmed to RN his store is to convert to Premier following the trial, while the other two stores have switched to Premier and Budgens.

Although the symbol group is to be discontinued, RN understands the Jack’s own label range is to be available in cash and carries, replacing Discover the Choice, Happy Shopper and Farm Fresh brands as part of a phased rollout.

Booker symbol group and One Stop stores were given access to the range over the course of the last year.

When Jack’s was made available to independent retailers, analysts said there was a strong likelihood the brand could replace one of the wholesaler’s existing value brands.

A Booker spokesperson said: “We have learnt a lot from the three store symbol trial and are grateful for the support of our customers, who will now re-join our existing symbol brands. We have been delighted with shoppers’ reaction to the range following this trial and the successful launch of Jack’s products to our customers last year, and we are continuing to explore further opportunities to bring our customers great quality and value.”

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