Edeka is launching new private label products in the fruit and vegetables category.
20 new SKU's
Edeka is extending its 'Gut & Günstig' economy private
label range in fruit and vegetables, with 20 new products being launched. These
include apples, oranges, bananas and tomatoes and will be offered for sale as
Competing with the discounters
Aldi and Lidl have both been increasing the number of items offered in fresh produce, with Aldi Süd and Nord both introducing loose
produce earlier this year and increasing the number of organic products stocked.
Aldi has been focusing a lot of its advertising in this area and it has been
This latest move from Edeka will help it to strengthen its price competitiveness and stand out more in this key category.