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Private Label

Conad, Crai Add New Premium Private Label Lines

Italian supermarket chains Conad and Crai have expanded their private label offer with new premium lines.

Sapori&Idee Conad consists of over 200 SKUs of high quality products across 40 product categories (including food grocery, fresh and frozen), of which 50 are already available in all Conad and Sapori&Dintorni stores.

According to the retailer, the premium range 'combines superior quality raw materials, refined proposals and new combinations, offering a taste experience out of the ordinary'.

The new private label offering joins Sapori&Dintorni Conad, a store brand range that promotes typical regional Italian products.

Conad is the leading private label brand in Italy, accounting for 30% of the total private label market. It is purchased by over 10 million Italian households.

Crai Unveils Piaceri

Elsewhere, retailer Crai has rolled out premium private label brand Piaceri, which consists of two lines: Piaceri Italiani and Piaceri del Mondo.

The first of these aims to present 'the flavours of regions, territories, microclimates and different traditions that over the centuries have made the Italian gastronomic heritage unique in the world'.

The second, meanwhile, 'brings together the best the world has to offer, with products from geographical areas where they are authentic specialties'.

The new Piaceri line consists of over 280 products, covering the main product categories, including food grocery, fresh and frozen products as well as beverages.

To promote the launch, Crai has launched a new marketing campaign, which features 12 Italian historical monuments represented by food products. These include Roman pecorino cheese in the shape of the Colosseum, as well as the Piazza del Plebiscito in Naples created with fresh pasta.

© 2020 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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