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Private Label

Brazil’s GPA Repositions Qualitá Private Label Range

Brazilian retailer GPA has revised the entire portfolio and pricing policy of its Qualitá private label range available in Extra and Pão de Açúcar stores.

Qualitá has expanded its range to more than 1,200 products. New additions include the Light and Premium lines, which will be rolled out in the coming months.

The Light line will bring light products, while Premium will have food items with special ingredients, including chocolates, fresh pasta, and Rubia Gallega meat.

The brand has also changed its logo and packaging design. Aubergine was the colour chosen to mark this transformation, while a new visual identity was introduced to give Qualitá an image that reinforces the attributes of quality, and at the same time show that it is a modern, creative, vibrant and reliable brand.

Quality Products

The idea behind this brand repositioning is to bring quality products to consumers at lower prices.

The brand carried out research to understand what its consumers expect, and how Qualitá could meet their expectations fully.

Insights from the research guided GPA's exclusive brand to meet suppliers and identify opportunities for improvement. The team scrutinised each portfolio item, exchanged ingredients, changed formulations, and identified new partners.

https://www.youtube.com/watch?v=6vMGqvFK8cQ

After more than 10 months of work, the brand revised the entire Qualitá portfolio, which offers a range of quality products that are as good as leading brands in the market at around 30% cheaper rates, on an average.

© 2018 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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