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level of diffi culty
Before you read
Do you buy store brands (ones owned by the chain store selling them)
when food shopping? Why? / Why not?
Reading
Read this article from the Financial Times and answer the questions.
store brands
Joël Saveuse walks across the Real
hypermarket in northern Germany
in search of ‘those little biscuits’.
Moving from toys to the freezer
5 section, the 55-year-old, who runs
the country’s biggest food retailer,
fi nds what he is looking for in
aisle 45. ‘This is my favourite
Real gets a better profi t margin.
30 Such logic has seen Real’s
foreign rivals push true own-brand
lines for decades. Real reckons up
to 60 per cent of Tesco’s UK sales
come from its three Tesco brands,
35 and Carrefour is aiming for a
30-per-cent quota, up from 25 per
last year. The cause lies with
Germany’s powerful discounters.
Aldi and Lidl have in the past
60 generation helped corner 40 per
cent of the food retail market
– as against 6 per cent in the
UK – by selling little else than
a small range of own brands,
Real chief says own brand is the way ahead
by Gerrit Wiesmann in Neuss, Germany
Brands
1
unit
level of diffi culty
level of diffi culty
TEXT BANK
