New private label range at Edeka

Date : 04 February 2013

Edeka has launched a baby food private label range, according to German press reports.

Premium pricing for 30-strong range

The SunSan range of 30 organic products has been introduced by Edeka's regional operators Minden-Hannover and Südwest, according to Lebensmittel Zeitung.  They are priced at around one euro less than the leading baby food brand.

Opportunities for suppliers to develop relationships with Edeka

Edeka's supermarkets offer a tiered private label strategy which has a clear architecture in terms of product volume, price and quality.  With the ongoing developments of current private label ranges across all Edeka's formats, there is significant opportunity for private label suppliers to enter into trading relationships with the group.  Suppliers should ensure they understand the importance of Edeka's brand value, private label architecture and high quality standards it has in place.

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