Rewe upgrades Penny private label

The new strategy calls for higher quality and greater emphasis on categories such as wine, fresh meat, and fruit and vegetables.

 Penny also will be launching a regional
concept under the strapline Östlich = Köstlich (Eastern =
Delicious) for more than 600 stores in the former East Germany. In
these stores, Penny aims to increase the number of East German brands
further, which already account for some 30% of the ranges. The
concept is seen as a pilot for other regional projects such as
Northern Germany and Bavaria. Rewe intends to open 160 Penny stores
in Germany this year, in addition to the conversion of about 330
stores it acquired from Tengelmann.