Italian supermarket chain Conad has launched a new private-label brand that aims to respond to lifestyle changes and eating habits, as well as increased environmental concerns and an interest in protecting producers.
Verso Natura brings together under one umbrella brand all the so-called 'responsible consumption' products: organic, vegetarian, Fairtrade and ecological. Four colour codes serve to distinguish the four product lines.
Verso Natura Bio brings together agricultural products that adhere to the responsible use of natural resources, nature and biodiversity cycles.
Verso Natura Veg products are for those who have chosen a diet without animal protein or want to reduce their intake thereof.
Verso Natura Eco offers eco-friendly detergent and recycled household products.
Verso Natura Equo consists of products that respect the rights of workers and social-development needs.
In addition to the relaunch of 60 organic agriculture SKUs, Conad is also planning the launch of a wide range of new products: 94 in the Bio line (including fruit and veg, poultry and beef, frozen foods, cookies and milk); 27 in the Veg line (such as ice cream, milk substitutes, soy-based yoghurt, fresh dishes, frozen meat substitutes and fresh soups); nine in the Eco line (paper, cleaning products and laundry detergents); and six in the Equo line (cocoa, coffee, chocolate and tea).
© 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.
