The first delivery of Salling Private Label products has arrived at the Riga Distribution Center, and they'll soon be heading to stores in Latvia, Lithuania, and Estonia. The initial products are mainly near-food and dry food items and will be on shelves by the end of September. The full assortment of all 123 products will be available in stores by late October, giving customers a completely new private label selection, focusing on value for money.
The Salling Private Label items to first appear on shelves will include dry food essentials like pasta, coffee and a variety of biscuits, as well as household and personal hygiene products such as glass cleaner, fabric softener and cotton buds. The full launch of Salling Private Label products has been carefully selected to strengthen Rimi’s mainstream price offering, giving customers access to high-quality, value-for-money alternatives. Within the assortment are products certified with the Salling ØKO ecolabel, which guarantees the organic origin of ingredients and represents a strong commitment to ecological and environmentally friendly production.
"The arrival of Salling Private Label products is an important step forward for Rimi and our customers across the Baltics. Joining the Salling Group has opened up new opportunities – with access to global expertise, larger volumes, and stronger sourcing, we can now offer a wider range of high-quality, value-for-money products. We’re especially pleased that part of this assortment will be produced here in the Baltics, strengthening our connection to the region, shortening the supply chains, and supporting local businesses. For example, laundry washing detergents produced in Estonia, gluten-free crispbreads from Lithuania, and organic crackers made in Latvia. This launch will also bring an expansion of our free-from range, with new gluten-free and plant-based products to meet the growing demand for dietary flexibility and conscious consumption," says Vaido Padumäe, Rimi Baltic Assortment & Buying Director.
A portion of the assortment will replace similar items previously sourced from Rimi’s former owner, ICA Gruppen, ensuring continuity while improving both quality and value. By the end of 2026, ICA brands – including ICA, ICA Basic, I love eco, and Apotek Hjärtat – will be fully phased out of Rimi stores. Alongside these replacements, approximately one-third of the assortment will consist of entirely new products, bringing innovation and variety to customers and introducing product lines that were previously unavailable in Rimi Baltic stores.
