Superquinn stores rebranded as SuperValu todayThursday 13 February 2014 18.17
Superquinn shops are officially being made part of the SuperValu chain today.
The rebranding of 24 Superquinn shops brings the number of SuperValu stores nationwide to 223 and, for the first time gives the company significant market share in Dublin.
It also comes with news of a €20m investment programme across the 24 new SuperValu outlets.
SuperValu's parent Musgrave group bought Superquinn out of receivership in 2011.
It originally ran Superquinn as a separate retail brand but announced last year it would move to bring it fully within the SuperValu fold.
Speaking on RTÉ's Morning Ireland, managing director of SuperValu Martin Kelleher said the rebrand would help bring "the best of both worlds together to improve the offering for all shoppers".
He said it would also help boost SuperValu's market share in the Dublin market, which will go from around 7% to 20% following the change.
The Superquinn brand will continue to be used on its line of sausages, sales of which have doubled since they were made available across the SuperValu network.
According to the company, 32 tonnes of Superquinn sausages are now being sold each week.