started · updated
Kaufland rebrands over 4,500 private label products
Kaufland is undergoing a major rebranding of its private label products, affecting more than 4,500 items. The initiative includes a new visual design intended to help customers quickly identify in-house brands via a consistent white corner featuring the red Kaufland 'K' logo.
Several established brand names are being replaced. The 'K-Favourites' line will become 'K-Gold Edition', 'K-take it veggie' will transition to 'K-Plant Based', and 'K-Bio' will be renamed 'K-Bio Organic'. The retailer's largest brand, 'K-Classic', will retain its name and serve as the design template for the new sub-brands.
This rebranding follows a period of scrutiny regarding store hygiene, which led to the temporary closure of two locations. In response, Kaufland has announced a 5-point plan and an investment of 500 million euros, including cleanliness audits conducted by TÜV Süd.
Entities
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 2 SOURCES] The K-take it veggie brand is changing to K-Plant Based. www.berlin-live.de · www.moin.de
- [● 2 SOURCES] Kaufland is investing 500 million euros as part of a 5-point plan following hygiene concerns. www.berlin-live.de · www.moin.de
- [● 2 SOURCES] The K-Bio brand is being renamed to K-Bio Organic. www.berlin-live.de · www.moin.de
- [● 2 SOURCES] The K-Favourites brand will be renamed to K-Gold Edition. www.berlin-live.de · www.moin.de
- [● 2 SOURCES] Kaufland is rebranding over 4,500 private label products with a new design. www.berlin-live.de · www.moin.de