Portuguese hypermarket chain Continente has relaunched its private label milk line, which will see it increase the amount of milk it produces in Portugal.
The milk is available in 1-litre full fat, half fat and slim offerings. As a result of this initiative, 93 per cent of the milk sold by the hypermarket chain will be produced in Portugal.
According to Pedro Bruno, Director of Private Labels at retailer Sonae MC, which owns Continente, the campaign "represents an important step in the larger goal that involves offering products that are 100 per cent of national origin".
A multimedia campaign will be launched to promote the new offering, including promotional brochures and customer engagement at point of sale.
© 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.
