Supermarket Billa has launched the new private-label brand 'Bun, din Romania' ('It's good, it's from Romania') in Romania.
The new private-label line was launched to promote local products in line with the trend of Romanians moving towards such items in recent years.
Prior to this, the nation's preference was for international A-brands.
With this shift in consumer behaviour, international retailers are promoting food products that are made in Romania, and creating their own product lines in this category.
Billa Romania said that it launched the 'Bun, din Romania' brand to cater for the recent consumer trend towards locally sourced products.
Billa estimates that this private-label brand will account for 5 per cent of turnover in the next year.
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