In the most recent edition of ESM, we spoke to retailers across Europe about their private label strategies, including  chatting to Auchan Retail Portugal about how it is investing in its private-label brand identity. This article first appeared in ESM Issue 3 2020.

Auchan Retail Portugal recently launched a new marketing campaign, highlighting its commitment to everything that is ‘Bom, São e Local’ (‘Good, Healthy and Local’), and the retailer has also sought to instil this way of thinking into its private-label approach.

As Filipa Rebelo Pinto, chief product officer, explains, the retailer is seeking to simplify the product offering for its shoppers while taking into account key trends, such as health and wellness and sustainability.