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Rewe Group to Unveil New Non-Food Private Label Brand

Published on Oct 11 2010 7:40 AM in Private Label

Rewe Group to Unveil New Non-Food Private Label Brand

Rewe has announced that from the end of 2011, its non-food private label offering will be available under a single umbrella brand, Vivess. Up until now, Rewe had a number of non-food private label brands, including Logo for electronic devices and Toy Time for children's toys.

The supermarket group revealed the news in Lebensmittel Zeitung magazine. It is also believed that Rewe plans to operate the new brand outside of its core German market, with plans in discussion to roll out the brand in its Toom and Penny stores.

According to a recent study, Rewe currently operates the most recognizable private label brand in the German market, ja!. (11 Oct)© 2010 - ESM: European Supermarket Magazine

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