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Discount retailer Lidl has announced the launch of a new brand in Switzerland focusing on “quality” and local products.
The Qualite Suisse (Swiss Quality) range has launched with fruit and vegetables, bread, meat, cheese, charcuterie and dairy products, with categories such as frozen food, iced tea, chocolate, flour, and sugar to be added in later stages.
Commenting on the launch, Lidl Switzerland CEO Nicholas Pennanen said: “‘Qualité Suisse’ is much more than a brand. It is a commitment to Swiss production and the promotion of value creation in the country. The brand stands for local origin, a sense of home, and a taste of home in everyday life”.
Lidl Switzerland head of marketing Nathalie Forrer added: “With ‘Qualité Suisse,’ shopping becomes even easier because the products are immediately recognizable thanks to a uniform packaging design. A Swiss cross in a large red heart underscores the connection to domestic production and to national values such as trust, solidarity, quality, and home. ‘Qualité Suisse’ is a clear commitment to Switzerland”.
Launched on 8th May, Qualite Suisse debuts with around 200 products, expanding to around 500 by year-end.
Source: Lidl
