Italian discounter MD has rolled out a new, premium private-label line, Lettere dell’ Italia, comprising regional references, as well as traditional and historical Italian products.
The products have been certified with IGP (Indication of Geographic Protection), PDO (Denominazione d’Origine Protetta, or Protected Designation of Origin) or DOC classifications, for quality assurance.
The ingredients used in manufacturing the products are sourced from local producers, to ensure that the products are of Italian origin.
Expansion Plans
The discounter plans to expand the product offering by December, to represent all product categories from all Italian regions.
The product packaging contains information about its history and a link that traces the territory of its origin.
Annual Sales
MD achieved sales of €2.5 billion in 2018, up 7.7% year on year, and it is aiming to increase turnover to €2.75 billion in 2019.
It operates 750 stores across Italy and has a 15% market share.
The retailer is planning to invest €1 billion over the next three years, to open 140 new stores and renovate 120 existing ones.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.
