Belgian retailer Colruyt is to launch a new umbrella private label brand called 'Boni Selection'.
Replacing more than 50 existing own brand lines, the new Boni Selection products will feature 'contemporary, recognizable packaging', as well as a new logo, according to the Belgian retailer. The first products to be rebranded will be fruit and vegetables, followed by juices, the 'Galaxi' cheese brand, then 'Belsy' cookies and household products, such as 'Lisa' paper towels. According to the retailer, the decision to rebrand the products was taken due to a lack of customer awareness about current Colruyt private labels, stating that "up until now, it has not been clear to the shoppers that brands such as Eldorado, Glaxi and Belsy are private labels of Colruyt Group."
Colruyt's discount range will retain the 'Everyday' label, with the economy range set to be at least 30 per cent cheaper than products in the Boni Selection range, which in turn look set to be at least 15 per cent cheaper than national brands. With over 2500 own-label Colruyt SKUs currently on sale, the retailer will take a gradual approach to product conversion. The entirety of the rebranding is expected to be complete by the end of 2015. The Boni Selection products will be sold at all of the Colruyt Group's store formats, including Colruyt, OKay and SPAR. The 'Boni' name has had a long association with Colruyt. In1958, Jo Colruyt and his brothers took over an organization called 'Boni', which delivered goods to more than 800 affiliated independent grocers. In 1959, a series of independent self-service grocery stores, called 'Super Boni' were launched.
