COSTCUTTER Supermarkets Group has announced it is moving forward with three "core brands" as the York business enjoys market share growth.

Costcutter Supermarkets Group, which has its head office is in Dunnington, is predominantly a franchise business, with more than 2,500 convenience stores throughout the UK.

The group’s new brand portfolio will be made up of Costcutter, Kwiksave and Mace.

The move follows a strategic review of the group’s brands, and is supported by the findings of the Mintel Convenience Stores Report (April 2014) which reports that Costcutter Supermarkets Group’s multi fascia strategy offers a ‘competitive advantage’ over rivals.

The report also stated that Costcutter Supermarkets Group recorded the fastest growth in market share within the convenience sector, establishing the business as the second largest symbol group.

Richard Coates, marketing director for Costcutter Supermarkets Group, said: “This updated brand strategy sets our course for the next five years.

"A portfolio of strong, differentiated brands is key to enabling our members to continue developing their businesses and for us as a group to achieve our store growth objective.

“All of the brands will continue to focus on serving their communities but will each have their own brand propositions and personalities to differentiate them from each other, and crucially from other convenience offers.”

A premium version of the Costcutter brand will also be available for retailers where location and demographics require a higher specification for their store, and will replace the myCostcutter brand.

Your Store, which was acquired as part of the transfer of Mace from Palmer and Harvey in 2013, will continue to be phased out and replaced with Mace, and Supershop in Northern Ireland.