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May 9, 2013

BELGIUM: Retailer Colruyt consolidates own-label lines

Belgian retailer Colruyt has decided to bring together over 50 own-label brands under a new name.

By Dean Best

Belgian retailer Colruyt has decided to bring together over 50 own-label brands under a new name.

By the end of 2015, the own labels, including ranges like Eldorado and Galaxi, will be sold under the Boni Selection name.

“With fewer brands on the shelf, Colruyt will enable customers to find their products more easily, which will mean they complete their shopping faster,” the retailer said.

The Boni Selection range will go on sale across all of Colruyt’s stores, including its Spar and OKay formats. Fruit and veg will be the first products to be re-named. Own-label cheese Galaxi and Belsy biscuits will follow.

Colruyt will still offer its entry-level Everyday Selection own label line.

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