As of: March 12, 2024, 12:44 p.m
By: Momir Takac
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New logo, new names: The supermarket giant Edeka is repositioning itself with its own brand products.
The calculation is hardly surprising.
Hamburg – Anyone who regularly shops at Edeka knows the retailer’s own brands.
In addition to “Genussmomente”, “Gut & Günstig” and “Elkos”, the supermarket giant offers food with a blue or – if organic – with a green “Edeka” logo.
But the appearance is about to change.
Own-brand products are getting a new coat of paint at Edeka
Edeka plans to give its own brand products a new coat of paint.
This is reported by the
Grocery Newspaper (LZ)
.
New brand names and a new look are planned.
In the future, the own-brand products will be marketed under the names “Edeka Favoriten” and “Edeka Herzstücks”.
According to
LZ,
the supermarket wants to establish the yellow heart as its new logo, which is known from the advertising slogan “We love food”.
Edeka is giving its own brand products a new coat of paint.
© picture alliance / Paul Zinken/dpa |
Paul Zinken
Own-brand products are very important for supermarkets and discounters.
While they have control over the pricing of their own goods, there are always disputes with brand manufacturers when negotiating prices.
In the past, it wasn't just Edeka that banned branded products from the shelves after price wars.
It is no coincidence that food retailers recorded increases in sales of their own brands, especially in times of high inflation.
Changing the logo and brand name is intended to boost private label sales at Edeka
According to its own information, Edeka offers around 3,600 items in the food and non-food sectors.
The range of own-brand products, which always perform well in tests, is constantly being expanded due to increased demand.
As Der Westen
writes, among others
, sales of “Gut & Günstig” products recently increased by 15 percent, while those of “Edeka” brands only increased by 5 percent.
Edeka seems to want to change that by revamping its range in the mid-price segment.
The new logo and the new names should catch the eye of customers in the stores and be encouraged to buy.
According to the LZ,
there is still an objection period for the new brand name
until May 10th .
If there are no objections, the change should be carried out gradually in the supermarkets.
At the beginning of the year, Edeka had already announced a change to its cheese range.
(mt)