Pure online grocer Picnic has officially launched its private label range, now comprising about 2000 SKUs. The first products entered the app-only supermarket three years ago and the range has steadily expanded and will continue to do so.

The design was to be bold, fun, not cheap looking, radiate quality, and be “instagrammable”. Since the products do not appear on the shelves, they were ‘designed for the home’. Picnic uses constant customer feedback to tweak products, recipes and packaging.

The retailer aims to double the number of private label products in the future. Drugstore, frozen, fresh and vegan products will be among the next categories. Picnic operates in the Netherlands, Germany and France and uses electric delivery vans, adapted to the requirements of inner-city traffic.

Sources: 
PLMA International Newsletter (https://www.plmainternational.com/industry-news/plma-newsletter)