Hoogvliet, the Dutch supermarket chain, has announced an expansion of its private label product range with the launch of a premium assortment under the name Buitengewoon (‘Out Of The Ordinary’).
The retailer, which operates a network of 68 stores in western and central Netherlands, said the new range would initially consist of 75 products and would target “special occasions, holidays and festivities and indulgent moments such as Sunday breakfast”. Products available under the Buitengewoon banner are set to include carpaccio of Aberdeen Angus beef, Spanish gazpacho made from real beef tomatoes, and vitello tonnato made from thinly sliced veal.
Commenting on the brand launch, unit manager – fresh Petra Driehuis said: “We’re extremely proud of our new brand. All the products in the Buitengewoon range have a special story to tell and are also incredibly tasty! We’re convinced consumers will love the touch of luxury that these products offer”.
More products are set to be added to the range over the course of 2018, Hoogvliet added.