In September, Granini juices disappeared from the Edeka range. Now the supermarket has found a replacement – which the manufacturer of its newly designed Granini is unlikely to like.
First, the Edeka supermarket chain drops the juices from Eckes-Granin. Now it also offers Albi juice in packaging very similar to that of Granini juices. They come in a 1 liter bulb shaped PET bottle with a label on the neck and a colored cap.
The reason behind Granini’s eviction in September of this year is the price increase. Eckes-Granini raised prices due to more expensive raw materials and more economical packaging. However, Edeka does not want to order juices at the new prices and there is no agreement in sight.
Edeka has done something similar before
Instead, the supermarket giant is now apparently using its own company’s product. Albi has been part of the Edeka Group for about four years. As “Lebensmittel Zeitung” reported, the juices are now available in a similar way to Granini juices and are sold at the same price. Customers could almost mistake a bottle of Albi for a bottle of Granini. Netto Marken-Discount, which is part of the Edeka network, offers Albi juices for even 99 cents this week.
According to “Lebensmittel Zeitung”, Edeka has already behaved in a similar way: When the supermarket giant had a price conflict with ketchup manufacturer Heinz in 2019, ketchup was also banned from the selection. Also at that time, a private label, Papa Joe’s, suddenly appeared on the shelves. Heinz is now represented there again, but Papa Joe’s also has many customers.