Penny Market, Unes, And D.IT Expand Private-Label Ranges

By Branislav Pekic
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Penny Market, Unes, And D.IT Expand Private-Label Ranges

Italian grocery retailers Penny Market, Unes and D.IT have added new products to their private-label assortment.

Discounter Penny Market has relaunched its private-label fresh-meat brand, La Filiera in Tavola.

Sustainable Meat

The new assortment focuses on quality and sustainability, and it offers better value to Italian producers.

The retailer is supervising the entire supply chain, from breeding to the shopping cart, and the products are certified by the CSQA.

Pork, chicken, turkey and veal are sourced from livestock born, raised and packaged in Italy, in line with the requirements of animal welfare standards.


The products are guaranteed free of antibiotics.

The number of references amounts to 25, or 40% of the supermarket’s meat offer.

Ice-Cream Range

Retailer Unes has introduced handmade ice-cream sticks and ice lollies under its premium private-label brand, Il Viaggiator Goloso.

The ice-cream sticks – free of gluten, flavourings, colourings and preservatives – are made from fresh whole cream and high-quality fresh whole milk from Sicily.


The product is available in five flavours, which include green pistachio, fior di panna (flower of the cream), coconut, Monti Nebrodi hazelnut, and Belgian cocoa.

The ice lollies are made from fresh seasonal fruit, processed by hand within 24 hours of harvesting.

They are cold-pressed, to preserve the taste and freshness, and available in orange and lemon flavours.

Also new is the Kefir drinking line, prepared with 100% Italian raw materials.


The line is available in four variants: White, Vanilla, Blueberry, and Ginger.

Organic Vegetables

For its part, the multi-brand project D.IT-Distribuzione Italiana has expanded the VerdeMio private-label range of healthy products with the addition of a range of organic products.

The VerdeMio label offers organic fruit and vegetables and is positioned at the high end of the market.

The suppliers are selected through very detailed specifications, based on different categories of products.


Presently, the range offers around 20 references, including garlic, green asparagus, green broccoli, carrot, cucumber, golden onion, fennel, eggplant, new potato, cherry tomatoes, dates, ginger, zucchini, apricot, Valencia orange, avocado, organic banana, kiwi, lemons, golden apple, nectarine, Abbot pear, and peach.

The retailer aims to add more seasonal products to the assortment.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.

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