Italian retail distribution network Distribuzione Italiana (D.IT) has updated its private label offering, both in terms of branding and content.
In addition to traditional brands Sigma and Sisa, D.IT has rolled out new specialised private label lines, including the premium range Gusto & Passione, the organic VerdeMio, and the functional and healthy Equilibrio & Piacere.
Focus Areas
The company says that the new references are the result of a careful selection of suppliers and scrupulous quality protection.
For the premium line, the focus has been on the promotion of Italian culinary excellence.
Its sustainability line, VerdeMio, includes certified Organic and Ecolabel products, as well as products certified by an accredited body that verifies the production cycle in all stages of the supply chain.
The Equlibrio & Piacere line ranges from free-from products to those rich in nutrients or with vegetable proteins, targeting consumers who give priority to health and wellbeing.
Target Audience
To promote its new private label lines, D.IT has launched a digital-centric advertising campaign aimed at 35-54-year-olds, with a special focus on women interested in the kitchen.
D.IT reported a 3.4% growth in value and 4.5% in volume of its private label offering in 2017, and is targeting double-digit growth for this year.
The members of the Bologna-based retail and purchasing network include Sigma – Realco Soc. Coop, Consorzio Europa, Tatò Paride, Cedi Sigma Campania, Coal Soc Coop, Vega Soc. Coop., San Francesco, Distribuzione Sisa Centro Sud, Distribuzione Sisa Sud and Sisa Sicilia. They operate four store banners – Sigma, Coal, Maxi and Sisa.
© 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.
