FSC^® certification in dispute Clever vs. KClassic

Collaboration between Billa and Albalact paved the way for FSC^® certified (Forest Stewardship Council^®) packaging under Clever private label, with two articles in the category of raw drinking milk. Nearly a year after that time, the retailer returns and extend the brand assortment with a new product. This time it’s mashed tomatoes, a pasteurized product, especially developed in Italy for Billa Bulgaria, Croatia, Romania and Slovakia.

With this launching Billa is in direct competition with similar existing product in Kaufland portfolio, under KClassic private label. Entry level vs. maintream. Unequal competition given the different positioning of the two brands. Basically, the advantage is on Billa’s side, the price here can be used as a lever in generation volumes, without the risk of compromising the brand. On the other hand, Kaufland must be more attentive to the minimum level of price. It announces a dispute so exciting that worth pursuing.