real,- complies with EU requirements for nutritional information labelling

• Clear nutritional information labelling on all own-brands

• Range expanded to more than 2,400 own-brand products

Moenchengladbach, 31 March 2010 – real,- would like to promote transparency for consumers in food retailers. For this reason the retail company will provide information on all of its own-brand products which includes, among other things, the proportion of fat, sugar and protein. By doing so, real,- is already complying with the most important criteria of the draft legislation regarding labelling requirements for nutritional information passed in mid-March by the European Parliament’s committee for health and the environment. Consumers can therefore see at a glance the most important information for consciously putting together a balanced diet.

real,-, as a subsidiary of the METRO Group, launched nutritional information labelling back in 2007. In a way that is simple and understandable, the GDA* value stated on the front of the product in large text shows the percentage of calories provided by the product as a proportion of an adult’s daily requirement. By using this clearly arranged and easily understandable information, customers can quickly assess which foods are appropriate for their diet. Detailed information about the ingredients is listed on the reverse side of the packaging.
The hypermarket company real,- continues on the path to success with its four own-brands: QUALITY, BIO, SELECTION and TiP. Around 18 months after its introduction, 2,400 own-brand products are available to customers as a budget priced alternative to branded products.
“Nowadays, a good own-brand concept is one of the most important components of a successful retail company. Own-brands offer a great opportunity to satisfy customer requirements even better with their own product range,” said Roland Neuwald, a member of the real,- management team. 

It is planned to expand the own-brand product range comprising food and non-food products to include over 3,000 different items by the end of the year. In the medium term, the company wants to achieve a share of sales of 25 per cent (in the food division alone). In order to meet customers’ different requirements, real,- uses its influence during product development as the ordering party of its own-brands. “We directly forward customer requests or remarks to the manufacturers. This allows an individual development of our own brands, which precisely meet customer requests. Furthermore, this control allows us to promote product innovations more intensively and react more quickly to trends,” said Neuwald.

Brief overview: What does everything mean?

real,- QUALITY represents product quality of the A-brands, but at a noticeably lower price. real,- BIO is the own-brand for organic and food-conscious customers. With real,- SELECTION, real,- offers demanding customers selected luxury products of the highest quality.
The own-brand in the entry-level price segment is TiP, which has been on the market for more than 20 years. Under the TiP brand, real,- stocks products of good quality which are always at discount price level.

Detailed information about nutritional information labelling can also be founds at http://www.bewusst-einkaufen-gesund-leben.de/