Lidl Italia, Penny Market Expand Private Label Ranges

By Branislav Pekic
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Lidl Italia, Penny Market Expand Private Label Ranges

Lidl Italia and fellow discounter Penny Market have recently launched new private label product lines which focus on sustainable and traditional foods.

Lidl Italia's new FDAI line is the product of a collaboration with Filiera Agricola Italiana, the Italian agricultural chain.

All the products bear the seal of 'Fdai – Firmato dagli agricoltori italiani', which means that they use first-choice raw materials, are of 100% Italian origin, and traceable. This approach supports a model of ethical management of the entire production chain from farm to fork: farmers, large retailers and consumers. The seal also guarantees social protection, i.e. fair distribution along the value chain, respecting the rights of those who work, those who consume and all the actors involved.

The references include Carnaroli IGP rice, pasta with Lucanian wheat, IGP Tuscan oil and fruit juice with citrus from the Calabria region, which have been highlighted for their quality, as well as for the high standards of ethics and transparency.

The product range will be distributed in over 600 flagship Lidl stores in Italy from 3 May, in a limited edition.


The initiative is part of the retailer’s commitment to sustainability and the promotion of local products, based on a transparent supply chain, with strong ethical principles. Lidl Italia offers more than 2,000 products, 80% of which are made in Italy.

Tradition and Experience

For its part, discounter Penny Market Italia has relaunched its Fior di Pasta private label line, produced in Italy with selected raw materials to offer traditional flavours with simplicity and taste at affordable prices.

During the restyling, the brand created a new logo with a mill, a symbol of the tradition and experience of Italian master pasta makers.

Moreover, the shelf recognition of the packaging is made easier thanks to the diversification of the colour codes linked to the individual types of pasta: brown for wholemeal pasta, blue for bran pasta and yellow for the egg variety.


A total of 35 references are available, including new wholemeal pasta rich in fibre, classic bucatini, and traditional egg pappardelle. The product line will be expanded in the coming months, with the addition of fresh products such as sauces, smooth and stuffed pasta, gnocchi and lasagna.

© 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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