Billa has discounted the price of products sold under its private label brand Clever in Croatia, in a move being seen as an attempt to challenge Lidl, currently the only discounter operating in the Croatian retail market.
For a limited time, Billa is offering over 200 private label products in its Croatian supermarkets at a price lower than HRK 10 (€1.30).These products range from fresh produce and dairy products, to household essentials.
According to Billa, by purchasing Clever products, customers can prepare a meal for 4 people for between HRK 25 (€3.30) to HRK 35 (€4.60).
In the Clever portfolio, more than 100 products are of Croatian origin and they are marked with the Croatian flag to make them easier to identify.
Billa’s initiative comes at a time when for Croatian customers, price is the most important factor in selecting items, while the visible division between discounters and classic retailers continues to narrow in line with global trends.
Currently, private label sales account for around 20 per cent of total sales of retailers in Croatia.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
