Intermarché has started to rationalise its own-label ranges in a bid to improve consumer awareness of the portfolio.

The French retailer is planning to cut the number of its private-label food ranges from almost 70 to between 15 and 20. The process is likely to be completed by early 2013.

“If we take dairy products, we have a number of our own brands in this segment, including several for cheese alone. In future, we will group dairy products around a single brand – Paturages – encompassing  a number of different products within the segment, including cheese,” Intermarché’s marketing director Gilles Briant told just-food. 

“The same strategy of brand per segment will be employed elsewhere too, including our fruit juice brand, Pacquito which will be extended to all fruit-based general grocery products, jams being one example.”

Briant added: “We are also planning to launch a new brand, Itinéraire des Saveurs, probably during 2012, which will offer a selection of ethnic and regional produce – a segment we view as having strong growth potential.”  

Intermarché’s own brands (food and non-food) account for half its product range in terms of volume.