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Italy’s Crai Relaunches Health-Food Brand

Published on Dec 14 2017 3:00 PM in Private Label tagged: Italy / Crai / Health and Wellness

Italy’s Crai Relaunches Health-Food Brand

Italian supermarket chain Crai has relaunched 'In Armonia', its private-label food line dedicated to health and wellness.

The retailer says that the line is aimed at consumers who are looking for 'the right balance' between maintaining a healthy diet, and having tasty meals.

Extended Range

The range will initially feature an extended assortment of around 30 products, divided into four segments: I Senza Lattosio (lactose-free), Gli Arricchiti (enriched), I Leggeri (light), and I Vegetali (vegetable-based).

The lactose-free segment includes butter, milk, cheese and yoghurt; enriched features wholemeal biscuits, bran sticks and seed mix; light includes reduced-fat meat slices, low-fat yoghurt, and shortbread with cereals; while the vegetable segment currently consists of soy milk.

The product line has also been renewed in terms of packaging, with each segment featuring different coloured branding.

In Armonia can be found in the healthy-living area of Crai supermarket, along with the Crai Bio organic food line. The relaunch of the brand is supported by in-store communication and digital content.

© 2017 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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