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Tytuł stronyReal meets EU requirements regarding nutritional labelling

31.03.2010

Real meets EU requirements regarding nutritional labelling

- Clear nutrition labelling on all own-brands
- Assortment extended to more than 2,400 own-brand products

Real wants to drive transparency for consumers in the food retail sector. This is why the retail company provides information such as the content of fat, sugar and protein on all own-brand products. With this labelling, Real already now complies with the main criteria of the draft legislation regarding a mandatory labelling of nutrition values resolved by the Environment and Health Committee of the European Parliament in mid-March. Consumers can thus see at a glance the most important information for a conscious composition of a balanced diet.

Already back in 2007, METRO Group's subsidiary Real had started introducing a nutrition label. In a simple and understandable way, the GDA (guideline daily amount) value on the front of the package shows the percentage amount of calories of the recommended daily intake for adults. With this well-structured, easy-to-understand information the customers can quickly assess which foods match their nutrition. Detailed information on the ingredients is listed on the back of the package. With its four own brands QUALITY, BIO, SELECTION and TiP, the hypermarket operator Real continues on its success course. Around one and a half years after their introduction, customers can now choose from 2,400 own-brand products offered as an attractively priced alternative to brand products.

"A good own-brand concept is now one of the most important elements for a successful retail company. Own brands offer the opportunity to even better meet customer demands with one's own assortment", explained Roland Neuwald, member of the Management Board of Real.

It is planned to extend the own-brand assortment of food and non-food products to more than 3,000 different articles by the end of the year. In the medium term, the company thereby plans to achieve a share in total sales of 25 percent own-brand products (in the food sector alone). To meet the different customer needs Real uses its position as buyer of the own brand products to influence product development. "Customer demands or remarks are directly handed down to the producer. This way it is possible to develop individual own brands that precisely match the customers' needs. Moreover, with this involvement, we can also drive product innovation more intensively and react faster to trends", said Neuwald.

Short overview: which is what?

real,- QUALITY is synonym for A-brand product quality offered at a distinctly lower price. real,- BIO is the own brand that addresses an ecologically minded and nutrition-conscious custom base. With real,- SELECTION, real,- offers select luxury products of premium quality to demanding customers. The own brand in the low price segment is TiP, which was introduced already more than 20 years ago. TiP products offered by real,- are of good quality and always priced exactly at the discounter level.

Detailed information about the topic of nutrition labelling is also available at Link to external page:www.natuerlichbewussteinkaufen.de *

* only available in German

 

Real SB-Warenhaus GmbH is a METRO Group company. The Real brand is associated with a comprehensive assortment of brand-name products and strong expertise in offering fresh products that are good value for money. Under the umbrella of Real SB-Warenhaus GmbH, the company operates 340 hypermarkets in Germany and another 108 stores in Poland, Romania, Russia, the Ukraine and Turkey. In financial year 2008 the company generated net sales of € 11.6 billion.

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