Kaufland launches major rebranding of private labels and drugstore segment

Kaufland is implementing a major rebranding and restructuring of its private label products and drugstore departments. The supermarket chain is redesigning over 4,500 products to create a more unified visual identity. Key changes include the rebranding of 'K-Favourites' to 'K-Gold Edition', 'K-take it veggie' to 'K-Plant Based', and 'K-Bio' to 'K-Bio Organic'. All new packaging will feature a consistent design element: a white corner with the red Kaufland 'K' logo to help customers quickly identify in-house brands.

In its drugstore segment, Kaufland is launching an offensive to streamline the shopping experience. This includes a complete rebranding of the 'Bevola' care line, which will now use a three-digit numbering system to help customers identify product types, effects, and scents. The drugstore areas are also undergoing physical redesigns with lower shelves, brighter lighting, and improved layouts to increase clarity.

Testing for these new concepts is currently underway in an innovation lab at a Berlin branch, with a gradual rollout planned across Germany. This strategic overhaul follows previous investments aimed at improving store standards and hygiene.