In an expansion of its proprietary brands, Carrefour is launching its own
brand of spices which will sell for 15 to 20 percent less than leading brands.
Carrefour’s is able to undercut the price of competing products by using existing
production, distribution and promotional capacity.
Brand manager Bruno Beyrus maintains that the Carrefour brand generates a level
of consumer confidence similar to that of leading Brazilian brands. Products
that are used in controlled amounts, such as pepper, onion powder, and garlic
powder, are sold in transparent plastic dispensers. Simple packets are used
for other products in the line, including bicarbonate and cinnamon.
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By Steve Lewis, just-food.com correspondent
