Symbol group Nisa-Today will relaunch its own-label lines at the end of the month as it seeks to refresh its brand.
The group, owned by 1,000 retailers and wholesalers, has drafted in former Co-op director of food retail marketing Debbie Robinson as a consultant.
Chief executive Neil Turton said: “We asked Debbie to harness the brand, develop our people and build up the company’s thinking on brand management. We have a great brand and we want more people to understand what we stand for.”
The refresh will cover its 1,400 own-label products across its three tiers and products will be introduced from the end of the month into early next year. “The multiples are moving so fast we need to refresh and upgrade,” said Turton.
He stressed that Nisa-Today’s own-label relaunch “does not come at the expense of branded products”. He said: “We position ourselves as the home of the brands and our branded share is high. In a multiple convenience store, there is a limit on choice and we need a wider range and our customers repay us for that.”
The own-brand relaunch will complement the new brand strapline it adopted in September, Make A Difference Locally.
Nisa-Today will also undergo a £50m supply chain project next year including a new fleet of vehicles and bedding down its new warehouse in Livingston. Turton said it would mean it was able to make smaller, more frequent deliveries to retailers and carry ambient and temperature-controlled products in the same van.
Turton said he was confident the symbol group could evolve and added: “Our turnover has doubled in the last decade against a backdrop of collapse in indie retailing and multiple growth. We know there’s a place for indie convenience stores and we need to be mindful of the next phase of regeneration.”
He said he was encouraged by the coalition Government’s promise of Big Society as it was “local friendly” and said he was eager to work with ministers.