Carrefour is launching Simpl, a value-tier brand, across Europe and beyond. Simpl packaging does not bear the Carrefour logo or emblem. The retailer said “the entire product range is currently being reviewed and re-evaluated” and it hasn’t been determined how many Simpl products will eventually be included in the range.
“The new branding is more attractive and looks more modern. The products are gradually replacing the previous product range, so you will see them more and more in our stores. The rebranding is very recent and ongoing: the process will certainly take another few months”.
Retail analyst Olivier Dauvers pointed out that the launch of Simpl isn’t the first time that Carrefour has responded to looming economic hardship with a new private label launch. In 2009, it unveiled Carrefour Discount, partly in response to the global economic downturn. Carrefour also introduced “white label” products in the 1970s, during another economic crisis.