BM Supermercados has launched a new own brand ‘BM’ that will be available for around 1,200 references, 11% of its product range. The new banner, which is being applied in phases, will unify the different distributor brands that were in the stores, IFA (Eliges, Sabe and Unnia), Saski, Peñalabra, Bertako and Selecta.
In parallel with the brand unification, BM carries out a review of the entire assortment to update and introduce new products that complete the range in all sections. In total, under the new BM brand, in the coming months it will be possible to complete an assortment that will represent 11% of the supermarket’s references, as reported by the company in a note.
The objective is “to create a brand of the highest quality, at the best price and improve its identification, to facilitate consumer choice, maintaining its commitment to a wide assortment and quality.”
According to the Director of Store Management and Marketing of BM Supermercados, Miguel Ángel Zamorano, “with the BM brand we want to improve the identification of the own brand assortment, which until now was diluted in different brands.”
The objective, he added, is to “strengthen this line of products to respond to consumer demand.” To this end, the chain has reviewed each of these references to adapt them to this new BM line, which “expands the choice of our customers.”
The BM brand will cover a wide assortment of quality basic products at the best price, in all packaging and fresh sections, and will also differentiate those items of superior quality with a gold color badge and the BM Selecta brand for fresh.
The implementation of the BM brand has already begun in the group’s 292 supermarkets, with the drugstore, pulp, pickles, oils, and milk sections, and is expected to culminate in all references in the first quarter of 2024.