Billa launched new premium private label in Austria

By: Trademagazin editor Date: 2022. 11. 02. 09:37

The formerly discontinued Billa Corso and Merkur Selektion private labels are now replaced by the premium private label Billa Genusswelt in the chain’s Austrian stores.

Cranberry ham, cured wild salmon, traditional Austrian Bergkäse cheese matured for nine months, truffle butter and Burgenland wine from the Seewinkel region are just some of the products that Billa now offers its customers under its new Genusswelt private label.

According to a recent flyer of Billa, the private label includes more than 100 specialities and everyone can find the one that suits their taste best for any occasion. With the new brand, Billa aims to make traditional local and international delicacies available at affordable prices. What’s more, the PL-products are steadily available on shelves.

With the Genusswelt premium private label, Billa has once again become a permanent player in the private label market in Austria.

The chain took its first step into the premium segment in 2013 with its own brand Billa Corso, while in 2016 Rewe International launched the premium private label Merkur Selektion. Recently, however, both have been discontinued and, for a while, replaced by the chain’s temporary holiday assortment in the premium segment at Christmas and Easter.

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