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Brands - Axfood |
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Garant
The Garant brand was launched in autumn 2009, and is available in all of the Group's chains, inlcuding Willys, Hemköp, and PrisXtra. The vision behind the brand is to be the industry's most responsive brand – and that the products will give customers more value for their money.
The launch of the first products was accompanied by the start of a new website: www.garantprod.se, which customers can visit to find out more about the products and even provide feedback about them. In pace with the growth of the products, customers' viewpoints will play an ever-greater role regarding the content of the product offering and the design of the products.
Initially some 15 products have been launched. These include pasta, chips, crackers and meatballs. The products will maintain a standard of quality that is equivalent to the market-leading branded products, but at a price that is 10%-15% less. |
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Garant ekologiskt
Garant ekologiska varor, meaning Garant organic commodities, are available for the consumers who long for natural and good food every day. Garant stands for high quality organic food at a lower price. All products bear the European Union organic label or the Swedish organiv KRAV label in addition to a statement of origin.
Garant is Axfood’s organic label and was launched in 2008. The label is available in all Axfood’s chains and the assortment covers the whole range of groceries. In addition there is also a series of Garant frozen products, fresh fruit and vegetables, and bread. |
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Hemköp
The Hemköp chain of Axfood accounts for some 170 stores that promotes passion for food and the well-being of its customers by helping them find healthy foods. All products branded with Hemköp have a quality position in line with the A-brand but to a lower price. The assortment ranges from groceries, frozen goods, cured meats to home care products. |
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Hemköp Nyttiga
The Hemköp chain of Axfood accounts for some 170 stores that promotes passion for food and the well-being of its customers by helping them find healthy foods. The brand Hemköp Nyttiga, meaning Hemköp Wholesome, have a lower level of fat, sugar and salt in addition to higher levels of fibres and thus fulfil the requirements of the Keywhole regulation, which is a standard the Swedish National Food Administration. The assortment ranges from frozen fish, cured meats, and groceries to bread and ready-to-heat items. |
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Willys
Willys is Axfood’s discount chain with some 110 stores spread across the country. The goods branded Willys have a quality position in line with the A-brand but to a lower price. The assortment ranges from groceries, frozen goods, cured meats to home care products and dairy. |
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Func
The products labeled Func are available in all Axfood’s chains. Func is a range of products linked to home electronics, such as batteries and light bulbs. |
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Fixa
The Fixa series is available in all Axfoods chains and comprise a comprehensive range of kitchen utensils. Fixa can be used on the table, such as candles and napkins or when cooking, such as saucepans and garlic presses. |
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Eldorado
Eldorado is United Nordic’s oldest and most well-known brand. In Norway and Finland its profile is medium position, whereas in Sweden it is a discount brand. The Swedish Eldorado profile comprises a quality corresponding to a price 20-40% lower than the A-brand. The products are produced in Sweden as well as world wide and ranges from food to simple non-food items, home and personal care. |
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Private branded articles |
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Axfood:
2150 private branded articles currently 8 brands
SuperGros:
830 private branded articles currently more than 30 brands, but under consolidation
Tuko:
600 private branded articles currently 2 brands
Unil:
950 private branded articles currently 8 brands
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