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Private Label

Coop Danmark Launches Organic Private Label Line

Coop Danmark has launched a new 150-product-strong organic private label product line, and has expanded the organic component of its own discount chain Fakta, IGD Retail Analysis reports.

The new private label range has been christened 365, as “it should be easy to live ecologically every day,” the grocer said.

Fakta’s private label organic offering will be doubled as part of the move, with the hope that it will generate annual revenue of 100 million kroner (about €13.4 million).

The decisions represent an effort to cater for the growing demand for organic produce in Denmark. At present, Coop Danmark’s organic sales account for seven per cent of its revenue, though it intends to grow this to about 15 per cent, it has indicated.

Of the 150 items of the 365 line, 34 are already available in its stores.

© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.

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