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New PL Brand and Store Concept for Adeg

Published on Jan 19 2011 11:03 AM in Private Label

New PL Brand and Store Concept for Adeg

Austrian retailer Adeg has unveiled a new private label range, ‘Leib und Seele’ (Body and Soul), and a new store concept for 2011. The new range includes an array of fruit juices, preserves and meat and oil products, with the emphasis on quality and healthy eating. It consists of eleven items at present, with “several dozen” set to be introduced over a phased period.

In 2010, Adeg sold 75 per cent of its wholesale business to Rewe, and the new brands will sit alongside familiar private label products such as ‘Clever’ and ‘Ja!’ in Adeg stores. All the raw materials in the products come from Austria, while every product is also labelled with a quote from the supplier, conveying the speciality aspect of the range.

Adeg has also unveiled a new store format, and plans to have converted 50 stores across Austria to the new format by the end of 2011. According to an Adeg spokesperson, “with its new store design ADEG has translated its brand promise into the ‘third dimension’,” with more emphasis on warm colours and materials, and a smooth, modern design. Adeg operates around 480 stores across Austria. Photo: "Agentur bzw. Auftraggeber" / APA-Fotoservice / DeSt (19 Jan)

© 2011 - ESM: European Supermarket Magazine 

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