France: Intermarche develops private label fruit and vegetable brand
French supermarket giant Intermarche has announced that it is expanding its own brand of fruit and vegetables called Mon Marche Plaisir (“My Market of Pleasure”).
According to Fresh Plaza, the retailer is targeting an increase of turnover in the category to €170 million ($231 million), in order to reach 15% market share by 2015 and to thus become market leader in the sector.
The brand is said to use specific labelling designed to make the range distinctive as well as featuring information on how to preserve, consume or preare the products. The range consists mainly of "easy to eat" products.
Fresh Plaza reports that the Mon Marche Plaisir brand already includes 30 products and generates €24 million ($33 million) turnover. By the end of 2014 the retailer now plans to have 70 products in the range, and by the end of 2015 a total of 100.
All the products will come from French producers, it is reported.
Source: Fresh Plaza