Unitas unveiled its new own brand, Local Living, a profit-boosting new chapter for its members and retailers.
The rollout of Local Living is beginning now as 90 skus are transitioned from Lifestyle to the Local Living branding over several months.
The new range is launching in response to the growth in demand for an own-brand value product, which reflects the cost-of-living challenges that consumers are facing. Local Living has been developed following extensive member and consumer research to provide shoppers with the quality and value they are looking for.
“Local Living is not just a brand, it's a promise," said Tracey Redfearn, Head of Marketing and Communications at Unitas Wholesale. "It’s a guarantee to our members and retailers that we can offer them margin-boosting products at prices their customers expect.
“Affordability is vital to success, and quality will keep shoppers coming back for more. Following months of extensive market research, we've carefully curated a member and consumer centric range of products. Our aim is to offer our members and retailers products that not only meet but exceed their customers’ expectations on quality and price.
“Own brand is a big opportunity in convenience as it continues to grow its share in stores*. Local Living will allow our members and retailers to be part of this growth, delivering a range of essentials that still provide the best margins and profitability.
“We’re confident that Local Living will build on the success of Unitas’ own brands, that are already enjoying sales growth of +29per cent year on year.”
What to Expect from Local Living:
- Focus on core range. Local Living will offer a range of products that consumers are looking for across various categories. Whether you're looking for household essentials or pantry staples, Local Living has something for everyone.
- Quality guaranteed. The foundation of Local Living. We've partnered with trusted suppliers to ensure that every product is worthy of carrying our stamp of approval, promising exceptional standards.
- Competitive pricing. We understand the importance of the bottom line. Local Living is committed to providing our members and retailers with value-priced products that help them remain competitive in their market.
The range will also benefit from an ongoing new product development strategy that will see 24 new products launched in the next three months, with a target for Local Living to be home to 200 SKUs.
Local Living sits alongside the other successful own brands from Unitas that have recently benefited from updates to the range:
- LSV Energy Drinks are going through a full brand refresh. To trial the new branding, a limited-edition Cherry Isotonic was introduced into the range in September. The existing LSV range will be fully rebranded by February 2024.
- Prince Consort licensed range has enjoyed success with the launch of a PMP £14.99 70cl vodka.
- Santa Loretta has an eye-catching new look alongside the addition of a 75cl Bianco and Rose Frizzante, which are available with a £7.99 PMP, and a 20cl Santa Loretta Prosecco.
