# Refined Rebranded Supermarket Products The Salling Group's Private Label Products Got a New Look By Josh Thompson-Persaud | Published 2021-06-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/salling-group References: [esmmagazine](https://www.esmmagazine.com/private-label/salling-group-to-merge-own-brand-skus-under-one-brand-106285) & [sallinggroup](https://sallinggroup.com/kontakt/presse/) Danish supermarket retailer Salling Group consolidated over 6,000 [private label products](https://www.trendhunter.com/trends/unfi-private-label-products) into a single brand called Salling. The Salling Group's new brand bears a redesigned look that brings an artisanal feel to the expansive product range. The private label range includes a wide variety of items from frozen fruit and bread loaves to toilet paper and aluminum foil. Some of the products for the Salling Group's [new brand were renamed](https://www.trendhunter.com/trends/its-that-simple) to offer increased consistency. The Salling ØKO range, for instance, was renamed and rebranded to better match Salling's other private label offerings. The Salling ØKO products are eco-friendly and organic and come in recognizable off-white packaging. The major rebrand [increases transparency](https://www.trendhunter.com/trends/scotts-protein-ball), builds brand awareness, and highlights the company's desire to sell good quality products at good prices. The Salling Group's products can be found at Bilka and føtex stores. Image Credit: Salling Group ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 69% | Activity: 44% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Consolidated Private Labels:** Consolidating multiple private label products under a single brand can streamline operations and increase brand recognition. - **Artisanal Redesigns:** Redesigning private label products with an artisanal feel can differentiate them from competitors and increase perceived value. - **Eco-friendly Offerings:** Offering eco-friendly and organic private label products can appeal to consumers interested in sustainability and ethical consumption. ### Sectors Adopting This - **Retail:** Retailers can benefit from more cohesive private label branding and offering eco-friendly options to consumers. - **Packaging:** Packaging companies can work with retailers to create unique and recognizable packaging designs for private label products. - **Consumer Goods:** Private label brands in the consumer goods industry can benefit from redesigns that reflect current trends and values, such as artisanal and eco-friendly options. ## Related on Trend Hunter - [Redesigned Organic Brand Packaging](https://www.trendhunter.com/trends/o-organics.md) - [Refreshed Private Label Products](https://www.trendhunter.com/trends/cvs-brand-products.md) - [Elevated Private Food Ranges](https://www.trendhunter.com/trends/bettergoods.md) - [Private Label Home Goods](https://www.trendhunter.com/trends/iceland.md) - [Revamped Private Label Ranges](https://www.trendhunter.com/trends/target-upup.md) - [Thoughtful Packaging Redesigns](https://www.trendhunter.com/trends/thoughtful-packaging.md) - [Private Label Grocery Updates](https://www.trendhunter.com/trends/dollar-general-2.md) - [Artisan-Inspired Private Label Lines](https://www.trendhunter.com/trends/finest-reserve-by-our-family.md) - [Affordable Off-Brand Products](https://www.trendhunter.com/trends/unitas.md)