Biedronka has launched a premium private label brand ‘La Speciale – Original Premium Food’.
- ‘La Speciale’ will be available in stores ahead of the Christmas holidays.
- The range consists of 20-50 SKUs including fish, meats, pates, cheeses, coffee, tea, jam, pasta, sweets, chocolate, biscuits, salads, frozen foods and desserts.
- The discounter plans to expand the brand to include other categories in the futures
- European Discounters are seeing great traction with premium ranges, especially over holiday seasons.