Future Group expands private labels

Kishore Biyani-led Future Group is developing well-performing labels from its private label kitty into strong stand-alone brands. The company's hyper-format Big Bazaar is all set to launch breakfast cereal range under its private brand -Tasty Treat.

The company is expanding its private labels in various categories and is looking to enter 10-15 new categories every year.

''Our endeavour is to develop the brands as any other FMCG product. Since they don't carry the crutches of Food Bazaar, it will help in developing the market for these products,'' said Devendra Chawla, head, private brands, Future Group.

The company will be shortly launching noodles, jams and toothpaste. Tasty Treat breakfast cereals will be available in variants such as corn flake, plain cornflakes, chocolate and honey flavour. The company will be adopting in-store branding and marketing initiatives to popularise the brand.

Food Bazaar's other private labels include Fresh-n-Pure for dairy based products such as butter and ghee and home care and personal care labels Care Mate and Clean Mate.

Since these products are priced 8-10 per cent cheaper than competitive products, it is becoming a significant revenue earner for most retailers.

The Future brand of toothpaste will be soon launched under the brand name Saach.