French retailer Intermarche has launched a new own label that aims to become the “freshest distribution brand”, supporting sustainable development while also retaining a value positioning.

Launched with the marketing slogan “fresh ideas to combat the high cost of living”, Intermarche said that its new own label would suport responsible purchasing and consumption as well as reducing the carbon footprint of products.

“The aim of the brand is to combat the high cost of living and to provide consumers with the means to improve their quality of life, using as a foundation the pillar of sustainable development,” Intermarche said.

The launch will be supported by a marketing that includes print, television and poster campaigns.