« Kaufland » already has 150 items under its own brand
The Kaufland retail chain has announced that by paradise of the month it will launch the 150th item under the brand of its own brand « Bray ».
Under this brand, products began to be offered in 2020, initially 61. Like other countries and in Bulgaria, the popularity of its own brands of traders is growing because of the lower prices combined with good quality. An additional impetus of interest was given by the great inflation of 2022, when consumers began to buy goods in a promotion or cheaper equivalents of the established brands.
Consumers continue to search for goods in promotion and from their own marketers of traders
Since 2020, when the chain launches the first 61 items under its own brand, by the end of 2024, the turnover of such products was BGN 100 million, the company announced. In 2024, compared to 2022, an increase of 75%was reported. It is due to the inclusion of more products under the brand « Bray » and they are currently in 10 categories.
The latest item of its own chain brand is flour – type 650 and whole grains, which are expected to hit the market in 1 and 2 kg.
Tastes to fruit juices have also been added, now the choice of apricots, apples, peaches and tomatoes.
The best-selling products in the different categories are meatballs and kebabs, chutney, green onions, strawberries.
The neighborhood stores keep up with fashion
The company said they had asked the suppliers of processed foods under this brand to dig for their old recipes in order to offer well -established Bulgarian flavors in the respective products. The Merchant has entrusted the production of the products of his own brand to a total of 55 Bulgarian manufacturers.
The chain applies 4 levels of control of products of its own brand, including that of the secret customer. For meat products, a quality certificate is also introduced – according to TUV Nord.
