Edeka rebrands 1,000 products under new Herzstücke label

German retailer Edeka has launched a rebranding initiative for approximately 1,000 of its private-label products under the new name ‘Edeka Herzstücke’. The rollout began in September 2024.

The new branding features a yellow heart logo designed to help customers easily identify these items as a cohesive product range on supermarket shelves. This new label is distinct from the ‘Edeka Bio’ brand, which remains dedicated to certified organic products.

The rebranding covers a wide variety of food items, including pasta, grapes, spreads, and cheese. While the packaging and name have changed, Edeka stated that the products are intended to maintain their existing quality and price points.