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Belgian Retailer Launches New Private Label Line

May 15, 2013
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ESM Magazine reported that Belgian retailer Colruyt will replace more than 50 existing private label lines with one new line called Boni Selection.

The retailer said it would take a gradual approach to converting the more than 2,500 SKUs in its private label program, with the entire process expecting to be finished by the end of 2015.

ESM said the first products to be changed over would be fruits and vegetables, followed by juices, the Galaxi cheese brand, Belsy cookies, and household products.

Colruyt said the change came because “up until now, it has not been clear to the shoppers that brands such as Eldorado, Glaxi and Belsy are private labels of Colruyt Group,” ESM reported.

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