Kaufland Germany has launched a private label range, K-to go. We look at what the range offers, how it will fit within Kaufland’s new store concept and strategy, and if it gives the retailer an edge against the competition.
K-to go offers a wide assortment
K-to go was launched with the tagline ‘the new pleasure in snacking’. The range has an assortment of more than 50 SKUs, including sandwiches, cereals, salads, sushi, juice, pre-packaged coffee, and milk shakes. Although Kaufland Germany offers a 20% discount on the range for a limited time, no meal deal offer has been launched yet.
Source: Kaufland Germany
K-to go targets meal missions
Kaufland Germany illustrates how K-to go offers shoppers a combination of products for a range of food-to-go missions. A marketing campaign inspires shoppers to select items most relevant to their chosen meal mission during working hours.
Source: Kaufland Germany
K-to go is made for professionals and millennials
Kaufland designed the range to attract time-poor professionals and millennials. Products such as pre-packaged cereal and milk, or pre-packaged cold coffee, are a convenient solution for office workers. Whereas, the packaging design and colour scheme resonates with millennials.
K-to go supports Kaufland’s new store concept…
Kaufland is rolling out foodservice concessions and food courts in its new store concept. The retailer wants to raise the destination appeal of its stores and attract shopper spend from the foodservice market. K-to go’s focus on food-to-go missions supports this strategy.
In addition, Kaufland’s new and efficient store layout will help shoppers better navigate toward the K-to go range. The roll out of new self-service checkouts will also enable shoppers to check out quickly.
…but Kaufland locations are a disadvantage for food-to-go
Food-to-go commonly sells well in high footfall or densely populated areas. Kaufland’s key competitors have smaller stores with high penetration in city centres. Whereas, Kaufland stores are commonly located outside of city centres, which means limited access to the professional and millennial shopper base.
Kaufland food-to-go is behind the competition
Private label food-to-go is not new to the German market. Kaufland’s sister company Lidl launched its own food-to-go range, Lidl-to-go, in 2017 as part of the new store concept. Germany’s top five retailers already launched their own line of food-to-go in 2016 and 2017, such as Edeka Deli and Rewe’s Penny-to-go. Since Kaufland is catching up with its competitors, the next step for the retailer could be the launch of a meal solution range, like Lidl’s Kochboxen.
To keep up-to-date about Kaufland’s trading priorities and latest news see our profile on the retailer.