Having a high share of private label products is a key part of Axfood’s strategic goal of being the most profitable company in the Swedish retail food market. Axfood has the highest private label share in the Swedish retail food market.
Axfood’s private labels consist of the Willys, Hemköp, Garant, Garant Ekologiska varor (organic products), Aware (Fairtrade), Eldorado (discount food brand), Func (batteries, light bulbs, etc.) and Fixa (kitchen supplies).
Garant to be the responsive brand
Garant is a Group-wide private label sold in all of Axfood's chains. The product range comprises more than 700 products. Garant is positioned to maintain the same standard of quality as the market-leading product at a price that is 10%-15% lower. The vision behind the brand is to be the industry's most responsive brand – and that the products will give customers more value for their money. Read more.
Garant meeting higher organic demand
Garant Ekologiska brand of organic products was launched in 2008. Today the product range comprises more than 130 products – all of which meet the criteria for KRAV or EU organic certification.
Fairtrade private label products
The private label Aware is a range of Fairtrade products sold at Hemköp, Willys, Willys hemma and PrisXtra. During 2009 twelve products were launched under the Aware brand, including coffee, chocolate and tea.