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German major chains in new product moves

| Supplier news

Retailers in Germany continue to tinker and innovate with their product offer, as they look for an edge in a tough market. In the last few days, the Edeka and Rewe groups, as well as discounters Lidl and Aldi, have all announced changes to such ranges.

Lidl is reportedly looking to rely less on its ‘Biotrend’ own label, and will instead offer organic products under the same own brand as standard products. According to Lebensmittelzeitung, the move is aimed at helping streamline brand names and reduce shopper confusion. Lidl already offers organic products under different brands, and the report said it will now increasingly scale back the shelf presence of Biotrend-branded items.

Meanwhile, according to the Augsburger Allgemeine, Edeka and Rewe have begun stocking various products belonging to the German brand ‘vier gärten’ (‘Four gardens’). The move is part of an effort to source more German-produced goods, and the two chains are offering 60 products from the brand, which is the brainchild of the Association Regional Management Initiative for the Ingolstadt Region. The products range from honey to beer to dried fruits to meat, and the brand said consumer interest has been “significant”.

Finally, Aldi has unveiled a new purchasing policy aimed at improving animal welfare across its supply chain. The move will affect all foods sourced from animals – not only in the meat, fish, poultry, and dairy categories but also in cosmetics, apparel, and accessories. Aldi said it aims to offer “full traceability” to customers, and will conduct random testing of its suppliers, including unannounced visits.

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