Practical: Budgens Case Study

I decided to create my practical around the supermarket Budgens. My dilemma after the practical was how to create an own-brand label for a supermarket that was already so strong in that area.
I found Budgens through further research, whilst looking into supermarkets that are not the main subject area of my writing.


The company was founded in 1872 by John Budgen and is believed to be one of the oldest supermarket brands in Great Britain. Beginning as a small, local grocer, the company has expanded and over time the Budgens name has appeared on many stores throughout the South of England. It has established a reputation for providing for the local communities around England’s high streets and suburban towns with quality products. The business was incorporated as a private limited company on 28 May 1962.

By 1997 they had acquired a network of 10 stores. and rebranded with the concept name of B2. Soon afterward, it became clear that the new name was not popular with customers so the 30 new stores outside London began to trade under the 'Budgens' Fascia. The London B2 stores were then changed to Budgens Express, then eventually reverting to just 'Budgens'.

In 2002, Budgens was purchased by the Irish Musgrave Group, Irish food wholesaler. Two years after this they began to sell their Budgens stores. The largest stores were disposed of on the open market with stores in places including Tadley and Mildenhall to larger store chains. The other stores were given to independent retailers (CT, Tout, Jempsons) who still trade under the Budgens name. Musgraves also franchised the Budgens brand, having more store openings in the independent sector whilst expanding the brand to many forecourt stores

In 2007, the divestment of the original Budgens stores to independent retailers was completed, but as of March 2009 a few Budgens stores whose franchise-holders did not perform well, returned to Musgrave. Another eight stores were bought in 2009 from the Co-op (who had acquired them on taking over the Somerfield group but were instructed to dispose of them by the Office of Fair Trading).
In May 2015, Budgens' parent company Musgrave Group confirmed it had reached an agreement to sell Budgens and Londis for £40 million to the wholesaler Booker Group, subject to regulatory approval.
Since then, Budgens has grown to over 150 stores, varying from petrol stations to neighbourhood supermarkets, which are independently owned by Budgens retailers.

Budgens Logo 2008 - Present

There is no official record of previous corporate identities used by this company. As the supermarket concept developed in the UK in the 1950s, the appearance of the brand names were designed to be colourful, eye-catching and distinctive. Budgens adopted a colour scheme during the late 1960s which incorporated orange as the base colour, popular at the time.

Budgen Logo 1968-1989

Budgen Logo 1989-1992

The stores were branded simply as 'Budgen', a progression from 'Budgen & Co. Ltd.', in a unique white font on the orange background. A distinctive logo was also used for the 'Budgen' branding, which incorporated a tulip , that symbolised freshness, in orange and white on a brown rounded square background. The orange 'Budgen' corporate identity was used from c. 1968 to 1989.

Budgens Logo 1992 - 1994 (Black & White)

Subsequently, they rebranded themselves as 'Budgens' from c. 1990 onwards. The orange gave way to a white background, the tulip logo disappeared and the font was changed to a handwriting-style scribble, in orange, underlined in green. This was used until circa.1997, when the identity was altered again. 

Budgens Logo 1994 - 2006

Budgens Logo 2006 - 2008

A dark green colour scheme with 'Budgens' in white capital letters was introduced. This identity has again been replaced with a lighter two-tone green background, with the 'Budgens' device now depicted in a lower case font.

Budgens is known for selling quality, local produce. They work with British farmers to supply high quality meats, and have great working relationships with British farmers for over 30 years, supporting local/British food producers. They consider their products 'fairly priced and high quality' and pride themselves on their stock of fruit and vegetables. Also, something I found quite unique, was that each Budgens store is run by a different person. Individual stores serve their own local community and therefore are closer to the local needs and issues.

From this, it's incredibly clear that Budgens buzz word is 'local'. They are proud of their ownership system, having local people provide for their own. Re-brands have tried and failed, having the original stay a favourite.