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Eroski Launches 'Basic' PL

Published on Oct 19 2010 4:29 PM in Private Label

Eroski Launches 'Basic' PL

Spanish supermarket chain Eroski has announced its newest private label brand, 'Eroski Basic'. The launch is an attempt to keep up with other supermarket giants in the war for control over private label brands in the budget market, following similar launches from its closest rivals.

El Corte Ingles recently released their 'Aliada' discount  label, after Mercadona launched their version, 'Hacendado'. Carrefour also launched a similar brand in June.

Eroski says the new label 'aims to meet the needs of consumers who now consider price as a determining factor when making a purchase'. The company admitted that it has struggled to maintain a competitive position in the market, and has lowered the price of its most in-demand products to counteract this.

The trade policy was developed 'in a difficult economic context that is sensitive', with 'no firm signs of recovery', they added. The new label will encompass over 200 products, including fresh produce, cleaning products, and basic ambient foods. (19 Oct)

© 2010 - ESM: European Supermarket Magazine

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