Fruit and vegetables bought by people in the German supermarket chain Edeka were until now marketed under the name 'Rio Grande' and 'Gärtners Beste'. This has now changed to 'EDEKA': a new strong brand for fruit and vegetables. The EDEKA logo is now to be found on more than 120 products, denoting quality, taste and maturity. On top of this, the new fruit and vegetable identity has user friendly packaging and unusual varieties. The idea behind this is to create a unique assortment for customers.
The redesigned packaging and labels display the name, important nutritional information, tips for use and even recipes. For example; at the tomato selection customers can read about the varieties and discover which is best for cooking, for snacks, or in salads. Since digital media has become more important when shopping, there are also QR codes on the packaging and fruit crates. When these are scanned by customers with their smart phone they can watch product videos from the Edeka website.