German discounter Kaufland has introduced a new private label brand, 'Exquisit'.
The new brand will feature a range of about 200 products, available all year round, and some additional 'limited edition' speciality items for Easter and Christmas. Kaufland will also offer free recipe collections with its holiday product ranges - in stores and online.
According to Kaufland, Exquisit will offer high-end products to customers that wish to 'incorporate more luxury food items in their in daily lives without having to pay excessively high prices'.
Kaufland said that it has put 'a lot of time and dedication' into developing the new brand, which will offer speciality products from Germany as well as France, Belgium, Austria or Switzerland, and includes snacks and frozen goods as well as meat and convenience foods.
Exquisit is inspired by the quote, "To eat is a necessity, but to eat intelligently is an art" by French writer François de La Rochefoucauld.
© 2015 European Supermarket Magazine – your source for the latest retail news. Story by Jenny Zilligen.
