German discount supermarket chain Netto Marken-Discount has introduced the new Retail Brand (private brand) Naturkind. The new brand was created to focus on strengthening the retailer’s organic product portfolio.

The brand offers quality organic products with holistic sustainability standards at a reasonable price. Each item is sourced from 100% controlled organic farming and produced in harmony with nature, animals, and people.

According to the current ECO-Barometer of the German Federal Ministry of Food and Agriculture, 38% of those surveyed stated for the year 2021 that they often (33%) or exclusively (5%) buy organic products. Looking to the future, 47% of those surveyed estimate that they will often (41%) or exclusively (6%) buy organically produced items.

“As part of a more sustainable range, organic products have long been of great importance to Netto. With the launch of the Naturkind private brand, we are expanding our already large organic range and our pioneering position as one of the largest organic retailers in Germany in order to meet the increasing demand from customers for organic food,” says Christina Stylianou, Head of Corporate Communications at Netto Marken-Discount.

With the introduction of Naturkind, in addition to the continuous expansion of its organic private brands and branded products, Netto stands out from the competition: Naturkind offers a high-quality organic specialist brand alternative with a holistic sustainability claim at a reasonable price. With a striking product design in the form of a hidden object picture and green color, the items on the Netto shelf draw attention and combine modernity with organic expertise.

Naturkind items are produced in harmony with nature, animals, and people and come 100% from controlled organic farming. Netto is gradually adding up to 80 Naturkind products to the range.

Many of the items will carry additional sustainability labels such as FAIRTRADE. In addition, the WWF panda can be found on numerous Naturkind articles for quicker orientation, which stands for the high sustainability standards in this product range. In addition, many of the Naturkind articles are produced according to the guidelines of the cultivation associations Bioland eV, Naturland eV and Biopark eV and thus go far beyond the EU organic standard. For example, the Bioland symbol stands for strict production requirements and for careful processing of high-quality raw materials from regional cultivation.