Rimi stores across Estonia, Latvia and Lithuania now offer 123 Salling private label products, marking a new phase in the cooperation between Rimi and its owner, the Salling Group. Salling private label products will now become a permanent part of the Rimi assortment, offering customers a wider selection, high quality and affordable prices. Salling private label products are available in all Rimi store formats and in the e-store, and the range will be gradually expanded in the near future, with a particular focus on high-quality and affordable products.
In recent years, customer interest in private label products has grown significantly, and increasingly more Baltic residents are choosing them as a high-quality and affordable alternative to well-known brands. The inclusion of Salling private label products in the range is an important step towards achieving this goal, helping Rimi to offer high-quality, diverse and valuable products.
"The arrival of Salling's private label products in Rimi stores will expand the selection of affordable, high-quality products, offering customers more innovation in their everyday shopping and more sustainable choices. We will analyze product performance, adapting our offering to customer needs and market trends. Salling Group has developed a strong and diverse private label program, and this collaboration provides Rimi with an opportunity to grow alongside a trusted partner. We plan to expand the Salling product assortment in the coming months, further strengthening our market position and expanding customer choice and price accessibility,” says Vaido Padumäe, Commercial Director at Rimi Baltic.
Part of the range offers completely new and innovative products that were not previously available in Rimi stores. They are designed to inspire shoppers and enrich the shopping experience. Another part of the range will replace similar products that were previously available in Rimi stores from the range offered by the previous owner, ICA Gruppen, thus ensuring a gradual transition while improving the price-quality ratio of the products. The range also includes products that will expand existing categories that customers already appreciate, offering greater variety.
- The new product assortment covers a wide range of food items – fresh products such as yogurts and various types of cheese, as well as packaged food items including pasta, cookies, sweets, flour, and other goods. The range also includes near-food categories such as household cleaning and personal care products.
- The assortment also includes products with the Salling ØKO eco-label, which indicates their organic origin and environmentally friendly production. Baltic customers will also have access to locally sourced products, such as organic crackers from Latvia, laundry detergents from Estonia, and gluten-free cookies from Lithuania. The new brand will also expand the Free From range, offering gluten-free and plant-based products that meet the growing demand for dietary diversity and conscious consumption.
- Similar to Rimi's existing private label products, Salling brand products are manufactured in cooperation with a wide network of manufacturers, ranging from smaller local producers to large global suppliers. Production takes place in various countries, ensuring diversity and quality in the product range.
