PENNY Offers the Second-Largest Organic Products Selection Found at German Discount Stores

Cologne, 04.04.07

Product range tripled to around 90 items / Easter discounts of 20 per cent

PENNY offers the second-largest selection of organic products found at German discount stores, selling up to 90 products under the "Naturgut" private label. Since the brand’s introduction in January of this year, this amounts to a three-fold increase in the organic product range. Around 2,000 PENNY stores throughout Germany are thus offering their customers an organic alternative for the staples of everyday life - bread, butter, Quark (a type of curd cheese), eggs, milk, bread spreads - sooner than was originally planned.

Sales and demand for the "Naturgut" products have consistently enjoyed growth rates in the double-digit range in recent weeks. In order to convince more customers of the benefits of organic agriculture, PENNY will provide a discount of 20 per cent on all "Naturgut" organics for five days starting on Tuesday, April 10.

The high-quality "Naturgut" foods all conform to the EU organics directive and even bear the "Bio" organic foods seal. This seal helps to orient customers who as yet have less detailed knowledge of organic products. PENNY will display the organic foods side-by-side with their counterparts from conventional production. This will direct the attention of PENNY customers to ecological alternative products and new items in a targeted fashion.

"Naturgut" products are priced at a discount-store level, but - following the thinking behind sustainable organic agriculture - higher than prices for comparable conventional private-label products. The "Naturgut" product selection will continue to be expanded.

Contact

REWE GROUP-Corporate Communications
Tel.: 0221 - 149-1050
E-Mail: presse(at)rewe-group.com

Contact