Superunie, the Netherlands-based buying group, has launched a budget private label range under the brand name ‘OK€’.
The entry level range consists of some 200 SKUs across various categories, with products including detergents and tinned tomatoes. Targeting price-conscious shoppers of its member retailers, OK€ will replace many of the existing budget products offered by Superunie.
"The introduction of OK€ ensures our participating members that they can continue to serve their customers, keen on watching prices, with a range of products whose formula, appearance and price match current trends and economic conditions," said Superunie CEO Dick Roozen.
The range is available to all members of Superunie and will be stocked on the shelves of COOP, Plus, Spar, Jan Linders, Vomar Voordeelmarkt, EMTE and Boon (MCD). (13 Feb)
© 2013 - ESM: European Supermarket Magazine by Gordon Hunt
