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Dairy products under brand Pur Natur in Mega Image stores

20/06/2012 16:33

No, it is not about a new private brand, but simply about a line of Bio dairy products launched by the retailer exclusively in their stores. Not by chance, the Belgian producer behind the brand Pur Natur, is already producing for the Delhaize group the dairy products under private brand Delhaize Bio, and some items among them are also permanently listed in the assortment for Romania.

In this case, extending of the Bio assortment of Bio products by introducing a new line of production, imported exclusively by the retailer, can be considered a market test. Because of the Romanian producers' failure to make a clear and diversified offer, the retailers are looking for solutions. The increasing demand for this category of products make them a safe opportunity of development on medium and long terms. In this case Mega Image option to import an exclusive range is fully justified. In time, the retailer is forming a portfolio of clients and at the same time is extending the category. The differentiation from competition is obvious. And if in time the volumes will become so interesting so that would justify the development of new private brands, the field is already prepared. And also a detail not to be neglected: the price positioning of the Pur Natur line is superior to their own products under brand Delhaize Bio.

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