Italy's U2 Expands Premium Private-Label Line

By Branislav Pekic
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Italy's U2 Expands Premium Private-Label Line

Italian retailer Unes has expanded its premium private-label offer with the introduction of the new Il Viaggiator Biologico brand.

Unes has already been enjoying considerable success with its premium Il Viaggiator Goloso line, offering a selection of the best Italian specialties and authentic dishes to consumers in over 200 U2 supermarkets across the Lombardy, Piedmont and Emilia-Romagna regions.

The new line, Il Viaggiator Biologico, consists of an assortment of around 100 organic products (including gluten-free and without palm oil) that were already present within the existing Il Viaggiator Goloso private-label line.

These include products from various categories, such as fresh (dairy products, milk, eggs), beverages, pasta and flour, tinned vegetables (tomatoes, peas, beans, etc.), snacks (crackers) and frozen products made from vegetables.

The products within the new private-label brand also feature a new layout and packaging, compared to Il Viaggiator Goloso.

© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.

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