Carrefour launches low-cost private-label brand

Paris In hopes of retaining the loyalty, and discretionary dollars, of cost-conscious shoppers, Carrefour announced Wednesday that it will offer a low-cost private-label line of grocery merchandise.

The new Carrefour Discount line is comprised of approximately 400 products, including perishable merchandise such as orange juice, vegetables and meats. The line will be available in supermarkets and hypermarkets in France by the end of May.

Carrefour is launching the line as a way to retain shoppers who seem to be defecting to less expensive chains. “Carrefour's problem remains our bad pricing image,” said Carrefour’s executive director Gilles Petit. “However, Carrefour Discount should help to improve this."