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Metcash’s private label bid

new-community-coMetcash Supermarkets has launched a new private label range late last week.

The new ‘Community Co range’will be available in IGA stores from December, with Metcash asserting that the new private label range will offer shoppers brand quality products at low prices.

“We have listened to shoppers and with these insights we’ve developed a truly unique range that provides a genuine point of difference for IGA stores,” said Steven Cain, CEO Metcash Supermarkets & Convenience.

“Community Co will provide better prices for shoppers and also makes a positive contribution to the community.”

A contribution from every product sold will be donated to community projects.

Metcash said the range is anchored in Australian values, and is “synonymous with independent retailing”, which is ‘evident through all elements of the brand, from product sourcing through to the bespoke packaging designs.’

“We have worked closely with our retailers to develop Community Co and are confident it will be a win for both Australian shoppers and for our retailer partners who will be able to access a greater share of the private label market,” said Cain.

IGA will launch 100 products within the next six months, with the first phase including Australian bacon, cheese, oats, spreads, oils and bottled water to be released in December.

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