Swedish retailer Axfood has announced the launch of an own-label groceries brand, called Garant.
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The company said its aim was to make Garant the industry’s “most responsive” brand, with consumer feedback informing the development of the product range.
The brand will also offer “more value for money”, Axfood insisted, with quality “equivalent” to existing brands but at a price that is 10-15% cheaper.
The initial roll out will consist of 15 products, including pasta, chips, crackers and meatballs.
A spokesperson for the company confirmed that Axfood expects to expend the range in the future, with further launches expected in other grocery categories.
The Garant name already features in Axfood’s organic own label, Garant ekologiska varor, which was launched last autumn.
The spokesperson said that the company expects the new range to benefit from this recognition and association with “quality products”.
