Walmart Canada adds Italian grocer’s private brand

What might be a jar of private label pasta sauce to shoppers in Italy’s largest grocer COOP, will be a new premium brand to shoppers of Walmart Canada stores.

Walmart Canada reached a deal with COOP Italian Food to offer the Italian retailer’s Fior Fiore store brand pasta products, including sauces, pasta, pesto, bruschetta and pates, as reported in sister  publication Canadian Grocer.

In some respects, it’s an interesting move to see a private brand of pasta products in another country be celebrated as exclusive and for a value price. Walmart also is not the first to tap Fior Fiore. Two years ago, Ahold Delhaize USA sold products for a limited run in its banners through a partnership struck between the Italian retailer and Ahold’s Retail Business Services. 

The products come with a QR code for consumers to scan and receive detailed information on the products.

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