Hypermarket Chain Lenta Launches Private Label Disney Line
Russian hypermarket chain Lenta has teamed-up with Disney to produce children's food items, the first range of private label co-branded goods in the country, the company reported Monday. Foodstuffs such as cereal, jelly beans and cookies will feature the whimsical images of Mickey Mouse and friends.
The chain said that all products will be made to Disney's exacting standards, which include independent social audits and checks for compliance with international labour regulations. While these items may sport the colourful American characters, they will be produced in Russia.
New products will be added to the line in 2017.
Jan Dunning, Lenta's CEO, said in the press release that the retailer is 'proud to be the first company in the Russian food market to launch a licensed private label co-branded project. [It] hopes the new products will be a success with both adult and little customers'.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.