Intermarché has launched a new private-label milk, Lait d’Ile de France, which will be available in the retailer's 237 retail points in the eponymous region, which includes the city of Paris.
The milk for the SKU will be collected from three dairy farms within Île-de-France: Grignon Farm, in Thiverval Grignon, Bissy Farm, in Bonnelles, and Viltain Farm, in Jouy en Josas. From 30 September, the product will be part of Intermarché’s permanent product offer.
In a press release, the company says that the fact that the supply chain for the milk is contained entirely within Île-de-France will satisfy its clientele’s desire for local produce.
'It [the product] is a response to people’s concern over the source of milk they use, environmental impact, and over animal welfare.'
A one-litre carton will cost €0.80 in supermarket. Intermarché estimates that 230,000 such cartons will be produced in the first year of the operation.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
