As Chinese President Xi Jinping begins his state visit to France today, the world's second largest retail chain Carrefour made the announcement that it hopes to actively push its private-label brand 'Reflects de France'.
In April, Carrefour say that they plan to expand its private-label range in 235 Chinese supermarkets, offering up to 76 different products.
French newspaper Le Monde said that Carrefour intend to highlight own-brand wine in their marketing efforts throughout China, as well as internationally.
Other Carrefour own brand producers such as Andresy jams, Castlenaudary and Loc Maria.
China is not the only country where Carrefour wants to develop its brand Reflets de France. According to Le Monde, the retailer is even willing to work with distribution channels in countries where it is not present, such as in Germany or Great Britain.
The brand will be debuted in five Brazilian Carrefour stores.
"We hope to double annual turnover of Reflets de France exports. It was € 11 million in 2013, " says Jerome Bedier, General Secretary of the Carrefour Group.
© 2014 - European Supermarket Magazine by Enda Dowling
To sign up to ESM’s weekly e-zine newsletter, send an email with the subject: ‘Subscribe ESM news’ to [email protected]
