Intermarché is launching their own brand of fruit and vegetables : Mon Marché Plaisir.
Their aim is to become ''market leader in the sector and increase turnover to €170 million to reach 15% market share by 2015''. Following a successful campaign with their ''ugly'' fruit and vegetables (working with the Marcel agency), this new brand is not expected to be ugly.
Their aim is to become ''market leader in the sector and increase turnover to €170 million to reach 15% market share by 2015''. Following a successful campaign with their ''ugly'' fruit and vegetables (working with the Marcel agency), this new brand is not expected to be ugly.
Despite the economic context sales of brands, national brands and own brands continues to increase. Mon Marché Plaisir already has 30 products available with a €24M turnover. By the end of 2014 they expect 70 products; 100 by the end of 2015 all coming from 100 or so French producers. The fruit and vegetable market amongst medium to large retailers is at €7.5 billion with a 2.3% growth. 40% of Intermarché's clients are already clients in this sector, but the company expect it to increase to 60% in 2015.
This new brand will be noticeable thanks to a specific labelling. The labels will explain how to conserve the products as well as give information of how to consume it and recipe ideas. The offer will consist mainly of easy to eat products (eg. watermelons without pips, microwaveable, easy to peel…)