Penny, Rewe Group’s discount chain, has launched a premium private label in Germany in time for the Christmas period.
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‘Feine Kost – königlich genießen’, translated ‘Fine Food – Royal Enjoy’, includes around 80 “gastronomic specialities”, a spokesperson for the German retail giant told just-food today (15 December).
“Christmas time is seen as the right time to start this new premium line. With the theme “discount is more than cheap”, Penny offers its customers more than 80 gastronomic specialities such as pastry or medaillon of venison,” the spokesperson said.
The assortment ranges from convenience goods, which the retailer says were refined by noble recipes, to exclusive luxury goods.
Rewe said the new line will improve Penny’s assortment of products and has already overachieved a sales target by more than 20%.
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By GlobalDataLast month, Rewe revealed plans to open 20 Penny discount stores in Bulgaria by the end of next year.
The company, which already runs 50 Billa stores in Bulgaria, plans to spend EUR100m (US$148.9m) on building its Penny business in the country.
