Edeka extends private label offer

Date : 30 November 2017

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 loose produce.

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 performing well.

This latest move from Edeka will help it to strengthen its price competitiveness and stand out more in this key category.