Brazil’s leading supermarket chain Grupo Pao de Acucar has announced the decision to reposition its private label Qualita brand, launching a number of new sub-brands.
According to the retailer’s press release, the private label’s entire product portfolio and pricing have been revisited, with the aim of offering quality items at a lower price than leading brands in each category.
Among the cahnges are the creation of ‘Leve’ (Light) and Premium lines, planned to be launched in the coming months. The ‘Light’ line will offer diet products, whilst the Premium line will contain more upscale items such as chocolates, fresh pasta and Rubia Gallega meat.
The new portfolio of more than 1,200 products has also undergone a revamp to its packaging and logo design in order to project an image of quality and at the same time to show it is a modern, creative, vibrant and reliable brand, according to the company.
Source: Grupo Pao De Acucar