Following on from its food-waste-reduction projects, Fruits et Légumes Moches and Biscuits Moches, France's les Groupement des Mousquetaires has begun to roll out Légumes Moches en Conserve – tinned vegetables that may be misshapen, but are every bit as good as ‘standard’ vegetables in tins.
Initially, the SKUs will appear on the shelves of Intermarché supermarkets from 25 October. They will retail at a price point 30% lower than their ‘standard’ equivalents.
Among the produce to fall under the new private-label project are green beans, carrots, peas and spinach. The products will be produced in the Mousquetaires facility in Locoal-Mendon.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
