Private Label

Jumbo Introduces Private-Label MSC-Certified Canned Fish Range

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Dutch retailer Jumbo has announced that it has launched its own-brand MSC-certified canned fish range.

The move, a first among supermarkets in the Netherlands, aims to offer customers a more sustainable and economical option in the canned fish segment.

The retailer already offers a range of private-label fresh and frozen fish with sustainability certification.

'Responsibly Farmed Fish'

Commercial director at Jumbo, Olaf de Boer, commented, “At Jumbo, we now almost exclusively sell sustainably caught or responsibly farmed fish or fish that are green on the VISwijzer.

“Ninety-six percent of our house brand fresh fish, frozen fish and smoked fish has the ASC or MSC quality mark. We are proud of that, as is the fact that we now have our own line of canned fish with the MSC quality mark.”

The New Range

The new range offers eight different products comprising four variants of tuna, anchovies, pink salmon, herring in tomato sauce and sardines.

The tuna and sardines have been rolled out in stores, while the salmon, anchovies and herring in tomato sauce are scheduled to launch in a few weeks.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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