The latest trend in grocery retailing in Germany seems to be premium Own Labels and general foodieness. I've been wondering for years when the German supermarkets might catch up with the "Our Super Premium Better-than-Best Range" tricks that the UK shops play - and here we are!
REWE have recently introduced their "REWE Feine Welt" range under the banner "Expedition Genuss" - which means "Expedition Pleasure" roughly translated, although that does sound like a dodgy 70s film title. Under a logo featuring a parrot, a palm tree, a mermaid and a sailing ship as well as less exotic elements such as a whisk, REWE has gathered over 100 super-premium products from around the world. These range from Sicilian Blood Orange juice to Swiss Cheese bathed in Chardonnay.
Not to be outdone, Aldi feature their wines in the latest booklet "ALDI inspiriert" along with some rather exotic recipes. I'm not sure how many of the normal ALDI clientele will be rustling up a quick "Figs in Prosciutto with Käserösti" or "Ostrich Steaks with sugar-snap peas, chilli penne and chocolate jus" but it's a good try.
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