Carrefour France has launched a new private label apple juice under its brand 'C’est qui le Patron ?!'.
The SKU has been ‘developed by and for consumers to meet their demands in terms of quality, ethics and product origins,’ the retailer says. The name, 'C’est qui le Patron ?!', translates roughly to 'Who's the Boss?'
Its appearance in Carrefour France outlets is based on a survey the company carried out, the results of which showed its clientele prefer unfiltered apple juice produced by properly remunerated French suppliers.
Around 100 such farms, located in Grand-Ouest, Alsace and Sud-Ouest, provide the apples for the juice, and practice an ‘integrated approach to farming.’
The one-litre carton retails at €1.62. Only milk had appeared under the 'C’est qui le Patron ?!' private label line prior to this addition.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine
