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| Whats New: Products | Coupons | Instore Information Scaling Up Fish Lines At Musgrave Retail Partners GB Following a major review of its fresh fish range, Musgrave Retail Partners GB is relaunching the category, initially within Budgens from 14 September, with a significantly improved offer and a return to Budgens own label. Says fresh fish buyer, Phil Punter: “Fresh fish is a high growth category, with health issues and consumer awareness of the benefits of Omega 3 currently driving demand for oily fish. For several years we’ve only had a branded offer but by moving to own label we have been able to create consistency across the category, add breadth of range, and give fresh fish the focus it deserves instore.”  As with its other fresh meat category, Musgrave Retail Partners GB is relaunching fresh fish to create a ‘Good, Better, Best’ offer in own label plus some branded premium lines to cater for all customer tastes and budgets. The basic ‘Good’ range will include everyday products like Budgens Breaded White Fish and Scottish Salmon Steaks. ‘Better’ will include Fillets, Oily and Smoked fish and Fishcakes, while ‘Best’ will comprise own label Tuna Steaks supported by the Bleikers range of Smoked Fish.By developing own label, Musgrave Retail Partners GB has been able to focus on provenance, another growing consumer concern, and to design packs to allow sourcing messages. Within the new range, all Cod and Haddock is line caught. Kippers and Mackerel will carry ‘high in Omega 3’ labels and the Marine Stewardship Council mark will appear on Fish Cake packs. With fresh fish, wastage is a key issue and to help address waste management, especially for smaller independent stores, smaller cases have been developed for shorter life products. Says Punter: “Fresh fish is a fairly high value category, but by bringing in own label we can drive greater value by offering a more competitively priced range supported with permanent multibuy promotions to drive volume.”
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