Rema 1000 to implement fixed low prices on 170 items

Rema 1000 CEO Christian Hoel has announced a new pricing strategy aimed at reclaiming the position of Norway’s largest grocery chain from competitor Kiwi. The company plans to move away from frequent, fluctuating promotional prices, which Hoel suggests cause consumer confusion.

As part of this shift, Rema 1000 is implementing a campaign to lock in low prices for 170 everyday items through the end of the year. The strategy focuses on providing consistent, low prices for essential dinner items rather than relying heavily on high-traffic promotional goods like coffee or unhealthy products. Hoel stated that the goal is to return to the company’s roots by building price trust with customers through stability.