Geant Shopping Brands
Way back in 1901, Groupe Casino was the first to introduce products of its own brand, thus becoming a pioneer in the ‘private label’ concept. In 1904, it registered brand Casino under which a range of products were developed. These products were of the same quality as international brands but had selling prices which were 20 % lower. This was done to combat competition by way of offering a unique product line that no other retailer could offer plus ensuring quality products at lower prices.
Today products from grocery, confectionery, dairy, homeward, health & beauty and perfumes are available under the Casino brand. Casino products have gained a reputation for good quality and value for money. This has allowed Géant hypermarkets to carry unique lines, thereby offering a cutting range of product mix that no other retailer can offer.
The Casino Group’s portfolio consists of three brands, each with a strong identity, that are well positioned in their respective markets: Casino, Monoprix and Leader Price. Each includes brand extensions designed to reflect the most current consumer trends and targeted to specific market segments:
Organic products: Casino Bio, Monoprix Bio, Leader Price Bio, Club des Someliers
Sustainably farmed products: Terre et Saveur, MSC labelled products
Gourmet foods: Casino Délices, Casino Désirs (tableware), Monoprix Gourmet, Leader Price Selection of our régions
Slimming and diet products: Casino Bien Pour Vous, Monoprix Bien Vivre, Leader Price Fine Ligne
Discount and budget: Leader Price, Prix Gagnant, Premier Prix Casino
Ethical: Casino Écolabel, Casino Fairtrade Max Havelaar, Leader Price Equitable