A-brands

In a supermarket as Albert Heijn in the Netherlands I get my Kellogs special K breakfast. But the milk I’m eating it with I buy at Aldi. Aldi is a different supermarket, just cheaper because they don’t sell A-brands.

What is it?

Now Unilever, a huge supplier of A-brands, made a deal with Aldi. Soon Aldi will sell as well the A-brands. Now there are sometimes A-brands at Aldi, these are remnants. In a while Aldi will get the A-brands in there assortment.

Unilever says that the packages will be different in Aldi as in the other A-brand supermarkets. The target group by Aldi prefers bigger packages. And Unilever thinks it’s important to fulfill the wishes of the target group. Unilever made the deal with Aldi to reach more customers, they were looking for the target group of Aldi.

Why is it cool?

In my opinion it’s a nice step for Aldi and Unilever, but most for me. Because I’m one of the costumers by Aldi that misses the A-brands. Just going to Aldi does not give me all the products I need. But Aldi is less expensive and by that perfect for my student budget. It opens a new world for the supermarket branche because Aldi can concurrent now with supermarkets as Albert Heijn.

Future growth potential

As said, the concurrence wil grow and hopefully prices will get low.

Trend

I think this fits in the open world trend, transparency trend, retail revolution and individualism.

Quality of Life

This effects the material wellbeing.

http://www.rtlz.nl/business/bedrijven/unilever-overstag-merken-nu-ook-te-koop-bij-aldi