The agreement, which covers both manufacturers' brands and the retailers' own brands (it could account for up to 50% of the volume of both companies in Europe), will help improve the range offered to the consumer in terms of variety and price, as reported by both firms.
The alliance will be operational, pending the approval of the competition authorities where necessary, for the 2016 negotiations through the creation of the ICDC Services company.
"With this move, we are creating one of the largest trading platforms for own brands in Europe, and this will have a positive impact on the customers of a large commercial network operating in many countries," as highlighted by the two retailers.
Also, ICDC comes to complement the other association agreements in the area of purchases that both companies will maintain without changes.
However, DIA and Casino have stressed that the commercial policies of both companies will remain independent from one another.