Superunie launches entry level private label brand

Date : 11 February 2013

Superunie, a Netherlands-based buying group, has announced that it will begin selling a new entry level private label range under the brand name ‘OK €’.

Range to cover 200 staple products

Superunie said that the range would cover 200 staple products to meet shoppers’ everyday needs. The company said that ‘OK €’ would sit alongside members’ existing entry level private label ranges, but enable all retailers to promote a very clear pricing message to shoppers on an on-going basis.

OK € meets ‘current shopper trends’

Dick Roozen, Superunie’s chief executive, said that with the introduction of OK €, the company’s members will be able to ‘focus on watching price… so as to meet current economic conditions and shopper trends [in the Netherlands]. Consumers who buy ‘OK €’ products are sober and want smart and responsible shopping.’