France: Lidl unveils organic banner

Discount supermarket chain Lidl is launching a new organic offering in France under the banner Si Bon, Si Bio ("So Good, So Organic").

The new umbrella name will make approximately 40 items available to French consumers, predominantly in ambient and chilled food categories but also in drinks. Among the products to be offered are fruit juices under the Solevita name, Milbona branded yoghurts, Maribel jam, Sondey biscuits, Combino pasta and pasta sauces, Navarre brand flour, and herbal teas under the Elephant name.

"More than a trend, 'eating organic' is a veritable way of life", commented Lidl in product literature. "To meet the needs of its customers, Lidl is launching an organic range in store".

Rather than being stocked within individual categories, the new items are to be shelved together in dedicated sections of the retailer's French stores, according to a report in Rayon Boissons.

Source: Rayon Boissons / Lidl