Centra announces health-focused €24m revamp

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Centra is aiming to capitalise on the healthy eating market with a €24 million overhaul of many of its retail outlets.

Some 150 of the independent stores will be getting a new look, free wifi, and new deli and coffee offerings and bakery options as the Irish retail brand gets healthier in its approach to food.

All of Centra’s new fresh bakery products are free of artificial flavourings, colours and hydrogenated fats. New, healthier meals of less than 450 calories and containing at least one of your five a day per serving have also been introduced.

A number of stores have already undergone the transformation, with Centra reporting a boost to business as a result.

The company has earmarked €3m for a ‘Live Every Day’ marketing campaign to highlight the revamp, which should be completed by the end of 2017.

Central to Centra’s plans is making healthier products more visible to its customers.

Centra marketing director Ray Kelly said:

“With Live Every Day, Centra is redefining convenience with a healthier, more innovative offering across our stores. We are revolutionising our in-store experience to position Centra as the ultimate time saver for great food.

“The change is not just a tagline, there will be tangible proof points that customers will experience, including the refurbishment of our stores. Some of the other in-store changes we have made are simpler, like our decision to make healthier options more prominently available.

“The in-store experience is critical for our success as we understand that our customers lead busy lifestyles and as Ireland’s leading convenience brand we want to make their lives simpler.”

Centra currently has over 460 stores across the country, employing 11,000 people and serving more than three million customers weekly. The brand has opened seven new stores already in 2016, with three being greenfield stores.

Craig Fitzpatrick, Newstalk.com

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