Clever Branding Refreshes Varenka to Strengthen Private Label Presence in Modern Retail

Design update of Private Label jam in the mass segment Private labels, like classic brands, are updated following changes in audience needs and shelf updates in supermarkets and marketplaces. At the same time, the share of private labels in Russia increased from 4.7% to 5.3% in the period from May 2020 to April 2021, according to Nielsen. This is the highest figure ever and there are all the prerequisites for further growth. The Varenka brand has long been successfully operating on the shelves of the Pyaterochka supermarket and marketplace, but the time has come to update the understanding of the needs of the audience in order to maintain the brand’s position in the market. As part of such projects, we always take into account the nuances of modern retail and consumer research to strengthe