Victoria updates its portfolio of privat label brands

The Victoria chain is reorganizing its portfolio of privat label brands. The updated concept includes a range of goods with a new trademark «Victoria» which unites those goods which are particularly in demand within the medium price segment. The new private labels form part of one out of every two cash register checks in Moscow and one out of every three in Kaliningrad.

Today, the Victoria trademark covers more than 70 foodstuffs in categories such as drinks water, eggs, flour and vegetable oils, as well as non-food goods in daily demand. Victoria will continue to build up the share of its private label goods and intends to increase the range of goods on offer: by the end of the year, the chain plans to produce baked goods, confectionary, cheeses, spices and canned vegetables as well as a range of other products.

The new trademark’s logo was designed with the latest trends in mind: the label vividly singles out the product against a light-colored background. The packaging displays a uniform style across different categories of products. Additional colour elements are used to single out particular items in the same line of goods.

«The trademark is named after the chain, and that is no coincidence. Some 70 percent of Victoria purchases are made by habitual patrons, and we are delighted to provide them with our new competitive advantage. When they choose products marked «Victoria», our customers can be sure of their excellent quality», says Oleg Zhunikov, Director of the Victoria division.

Victoria stores also offer goods under the cross formats of DIXY Group. The total number of goods in the private label segment exceeds 300 product names.