Jumbo launches new food brand: ‘Between A-brand and private label’

With the new food brand Jumbo’s now appearing in Dutch and Belgian stores, Jumbo aims to reconcile quality, taste and affordability. This is not a private label, but a completely new brand, says the retailer.

‘A milestone’

The first ‘Jumbo’s’ brand products are already on the shelves of all 725 Jumbo stores in the Netherlands and Belgium: they include fresh meals, sauces, coffee, fruit spreads and vegetable spreads. ‘Piece by piece unique products of undisputed quality that are sensationally delicious,’ said top executive Ton van Veen. ‘Jumbo’s is not a house brand, but a completely new brand. It distinguishes itself positively from A-brands and that at a competitive price. This brand launch is an absolute milestone in Jumbo’s history.’

With Jumbo’s, the supermarket chain says it is jumping into the ‘gap’ that has emerged in recent years between private labels and A-brands. The new brand therefore appears on the shelf alongside the Jumbo private label, which focuses on basic products at a Jumbo price – and in which the retailer also continues to invest. The products were developed with the chefs of the Jumbo Foodcollege and stand out on the shelf because of their distinctive design: ‘cheerful, not too serious, and a touch cocky’, according to the company.