Carrefour Seeks Dramatic PL Expansion

July 7, 2011

France’s Carrefour plans to increase its private label market share from its current 25 percent to 40 percent with the help of new product introductions this year and consumer marketing programs.

In addition to a packaging redesign, the retailer plans to add more than 1,500 new products by the end of the year, according to a Planet Retail report.

The goal of reaching a 40 percent share of sales was declared recently by CEO Lars Olofsson.

As part of a consumer marketing campaign, Carrefour is inviting shoppers to help select new packaging design and new product recipes. In late August, the retailer plans to launch a televisions ad campaign announcing the programs, which will kick off Sept. 1.

Products that are consumer approved will feature a new logo with the message: "Inspired, tested and approved by the Carrefour panel test,” according to the report.

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