Carrefour chief executive Lars Olofsson has confirmed that he wants its private labels in France to account for 40% of its turnover, up from 25% currently. For this aim, more than 1,500 new products will be launched before the end of the year with the packaging being revamped.
Furthermore, consumers will be involved in the selection and design of the private labels. All the Carrefour products will be gradually tested by consumers and evaluated in terms of packaging, labelling and recipes. Carrefour is expected to launch the revamp in September with the strapline ‘Inspired, tested and approved by the Carrefour panel test’.