Axfood launches Garant Ekologiska organic brand


Axfood launches Garant Ekologiska organic brand 

Organic everyday food products at a reasonable price - that is what Axfood is
seeking to achieve with its new Garant Ekologiska brand of organic products. The
products will be sold in all of Axfood's store concepts.

“There is strong demand for organic everyday products,” says Åsa Domeij, head of
Environmental Affairs at Axfood. “We want to help customers incorporate a larger
share of organic food into their diet. Moreover, the launch of an organic brand
is part of Axfood's work on raising the level of its environmental work. 

By launching its own organic brand, Axfood is seeking to gain greater control
over both its product and price development. 

“Customers want to know more than that the product is organically produced,”
says Elisabet Green-Karlsson, Head of Private Label Design at Axfood. “They also
want to know where the food comes from and who makes it. This information is
included on the packaging. In many cases we use small companies that produce
their own products with consideration, care and tradition. In many cases we
include a story about the product on the package.” 

For further information, please contact:
Ingmar Kroon, Press Manager, Axfood AB, +46-702-89 89 83
Åsa Domeij, Head of Environmental Affairs, Axfood AB,  +46-73-077 43 07  
Elisabet Green-Karlsson, Head of Private Label Design, Axfood Sverige AB,
+46-70-395 57 74 

Axfood AB conducts retail trade through the wholly owned store chains Hemköp,
Willys, Willys hemma and PrisXtra, comprising slightly more than 220 stores, and
wholesale trade through Dagab and Axfood Närlivs. In addition, Axfood
collaborates with a number of proprietor-run stores that are tied to Axfood
through agreements. These include stores within the Hemköp chain as well as
stores run under the Handlar'n and Tempo profiles. In all, Axfood collaborates
with over 500 proprietor-run stores. Axfood is listed on the Nordic Large Cap
list of the OMX Nordic Exchange. Axel Johnson AB is the principal owner, with
approximately 46% of the shares.

Attachments

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