Edeka introduces price guarantee seal for private label products

Edeka is launching a new strategic initiative to compete more effectively with discounters like Aldi and Lidl. The retailer will introduce a red seal on approximately 3,000 products from its 'Gut & Günstig' private label. The seal carries a price guarantee, stating, “Preisgarantie – immer der günstigste Preis vor Ort” (Price guarantee – always the cheapest price locally).

This guarantee is based on a local price comparison with similar products from competitors in the immediate vicinity of each specific market. Because of this localized approach, prices may vary by region. The initiative excludes promotional offers and special sales from its comparisons. Edeka plans to roll out the seal starting with several hundred high-demand items, such as Gouda cheese, salami pizza, and salmon fillets.

Separately, a study by Porsche Consulting highlights a growing trend in the German food retail sector, where private labels account for roughly 46 percent of products. While Alnatura leads in consumer trust for its private label, Edeka's 'Gut & Günstig' remains a significant player in the market, ranking third in consumer trust alongside Rewe's 'Beste Wahl'.