France’s third largest supermarket operator, Intermarché, is to rationalise its 180 own label brands to just under 100, adding the group’s Mousquetaire umbrella branding. Some 25 of these brands represented 60% of last year’s EUR30bn (US$37.8bn) sales total.
Go deeper with GlobalData
Of 86 food brands last year, 33 will be retained. The best-known include the Pâturage (pastures) dairy range, the Jean Rozé meat brand, Monique Ranou charcuterie and Odysée seafoods.
Premium brands which Intermarché has acquired and will retain include Capitaine Cook canned fish, Onno craft charcuturie, pork curing brand Lou Montagnard and Filet Bleu (Blue Net) biscuits.
This year, Intermarché supermarkets and Ecomarché superettes have been putting Mousquetaire flash stickers on 1,000 own-label lines for which prices have been blocked. Customers have responded positively to the clearer retailer branding and the programme has been rolled out to a further 500 lines.
In addition to full nutritional listings on product labelling, from next year a ‘Mousquetaire selection’ red seal will be introduced to own label products.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData
