German Retailer Edeka Launches Premium Private Brand Baby Food

SunSanGerman food webzine Lebensmittel Zeitung reported that German retailer Edeka has introduced a new premium Private Brand called SunSan. The brand will include 30 organic skus, which will be introduced initially by Minden-Hannover and Sudwest, two of Edeka’s regional divisions. Sunval is the supplier for the baby food which will be co-branded and certified by Demeter, an organization for biodynamic agriculture.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.