German drugstore chain DM has introduced its first private-label food range.
Previously, stores only carried food products from Alnatura wholefood stores.
The DM Bio range will initially carry 50 different products. Erich Harsch, president and CEO, said that there are no plans to replace the currently available Alnatura products, and that DM will sell both ranges at a similar price level.
The new label will include a wide range of drinks, grains, snacks, fruit pulps and spelt waffles. DM intends to extend the product range before the end of the year.
There has been a vast increase in the demand for organic food products in Germany, and the retailer is adapting to its customers' demands with additional and affordable products, according to Harsch.
"The range of products that encompass healthy and conscious living are a key component of DM drugstores. With DM Bio, we are complementing our wide range of organic A-brand products with even more products at affordable prices," Martin Engelmann, chairman of the board, told Austrian newspaper Handelsblatt.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Zilligen.