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Conad Relaunches Private-Label Brands With €25 Million Investment

Published on Feb 5 2018 3:00 PM in Private Label tagged: Italy / Conad / Italian retail

Conad Relaunches Private-Label Brands With €25 Million Investment

Italian grocery retailer Conad is investing €25 million to relaunch its private-label range.

Conad commercial director Francesco Avanzini said that the retailer will introduce modern packaging and clearer labels, especially for its premium lines, as well as new products that meet the growing demand for sustainability and local Italian produce.

Speaking at the Marca 2018 private-label exhibition, Avanzini said that these introductions respond to the changing needs of consumers and will be introduced in the group’s 3,198 stores during 2018, reports La Repubblica.

Avanzini added that the image of Conad’s products will be updated, while the formulas of many references will be improved to guarantee higher levels of quality and safety. Fresh produce will get clearer labels, providing information on the origin of goods and quality certifications.

The retailer will launch a new brand, Alimentum, which will include gluten-free and lactose-free products, as well as beauty-care range Conad Essentiae and a new baby-product range.

Conad’s private-label offering has seen turnover increase by 45.5% over the last five years, from €2.2 billion in 2012 to €3.2 billion in 2017, according to IRI data.

Private-Label Focus

A number of leading Italian grocery retailers have also announced plans to reformulate or upgrade their private-label lines.

Auchan Retail Italia has started the unification of private-label food lines in its Auchan and Simply stores under a single brand, as part of the retail group’s plans to make its international branding more homogenous. New packaging will also highlight the product values, focusing on nutritional benefits.

Selex also plans to rebrand the 5,500 products under its private-label lines, with different graphic designs for each category of products. The retailer also plans to expand its premium lines, including Saper di Sapori and Vegetale 100% Selex.

Elsewhere, Unes is expanding its premium brand Il Viaggiator Goloso from 800 to 1,200 references, Crai is expanding its Armonia line, and Pan Panorama, which currently has five private-label lines, is also launching new products and lines in 2018.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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