REWE Group Discounter PENNY Launches Own "Naturgut" Organic Foods Line

Cologne, 19.01.07

Thirty Products Ready for Launch – Tripling the organic selection in 2007


The PENNY discount store chain is set to launch its own "Naturgut" natural foods line in response to increasing consumer demand for high-quality organic products. Starting on Monday, January 22, customers will find an assortment of 30 "Naturgut" natural products at around 2000 stores nationwide. The number of individual fruit and vegetable items of the "Naturgut" range will be at ten per cent. For the year, the number of products in the "Naturgut" organic foods line is to be tripled. The aim here is to provide customers with organic alternatives for essential items of everyday use – more specifically, at an organic discount price.

The high-quality "Naturgut" foods all conform to the EU directive on organic products and also bear the organic product seal. This seal simplifies orientation for customers without extensive experience in organic products. PENNY will place the organic and natural products parallel to their conventional counterparts. This will help direct the attention of PENNY customers to the organic alternatives and to the new selection of foods.

The prices for "Naturgut" products will be at the discount store level, but – following the reasoning of sustainable organic agriculture – above the prices for comparable conventional private-label products. For the week ending on January 27, for instance, two kilos of German organic potatoes will cost 1.99 euros, one kilo of organic carrots 0.79 euros, ten fresh organic eggs 2.29 euros, one kilo of organic lentils 1.19 euros, and 500ml of natural olive oil 4.39 euros.

Press images available for download at: Presse/Pressefotos.

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

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