France: Monoprix launches new low-cost private label line
French retailer Monoprix is investing in a new private label line called Monoprix P’tit Prix.
Translating as “small price”, the new line is said to provide affordable alternatives with no compromise on quality. Described as being focused on ‘core’ grocery products, Monoprix P’tit Prix is claimed by the retailer to offer flagship everyday products at a lower cost to consumers, rather than being an attempt to compete with discount chains.
Packaging for the new line was developed with the agency CBA and predominantly features brown-coloured kraft board, reportedly designed to resemble packaging found in traditional markets.
At its launch in selected stores on the 8th of April, the Monoprix P’tit Prix range totaled around 100 items, with a further 100 items to be added by September. 80% of the products are food and drinks items with the remainder consisting of household products.
Source: LSA / Lineaires