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Garant to be the responsive brand |
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In September Axfood launched a new private label, Garant, for groceries and other retail food products. The Garant brand will be sold 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.
"We have put a great deal of work into the packaging, which is intended to be modern, functional and – most of all – appealing," says Johan Neuman, Business Area Manager and project leader for Garant at Axfood, and member of the United Nordic Board.
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 Products |
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