German retailer Rewe Group has unveiled plans to develop its private label offering further with the addition of a new premium brand, to be launched in October.
The brand, Feine Welt (Fine World), will be used on a range of more than 100 selected items, including fresh produce, sourced from around the world.
With other private label brands such as value line ja! and organics offer Rewe Bio already in place, the move represents a notable push on the retailer's part towards having a comprehensive portfolio of its own brands across different market segments.
'Worldwide, all successful food retailers have reported a high level of acceptance for their own brands,' commented Lionel Souque, director of Rewe's product range business unit.
He continued: 'For Rewe also, private labels are an essential part of the range. Our customers are increasingly aware of the quality and price of our own brands and see them nowadays as brands in their own right.'
Rewe's strategic objective will therefore continue to be developing its private label market share with a view to increasing shopper loyalty. 'The logical consequence of this is the introduction of a private brand in the premium sector,' added Mr Souque.
In terms of pricing, Mr Souque said Feine Welt products would be around 15 per cent less expensive than premium-branded goods of comparable quality.
