OREANDA-NEWS. September 7, 2012. DIXY Group, one of Russia’s leading retailers of foods and everyday products, is announcing the launch of its new private label trademarked “D”.

The new private label is grounded in DIXY’s strategic positioning as being “Simple. Nearby. Neighborly." This means that the company holds its new brand of products to higher quality and consumer standards, but offers them at prices that should be an average of 20% lower than those of comparable brand-name goods.

Brand “D” goods are of identical or higher quality than popular brands: each product is selected using numerous “blind” focus groups comprising more than 100 consumers who evaluate the product based solely on quality and without being affected by factors like brand recognition or prestige. As a result, more than 50% of focus group participants rate the selected products as being of equal or higher quality than the products of well-known brands. Consistently-high quality is to be assured through regular product testing and ensuring that production procedures are followed. Each producer will undergo inspection for compliance with high quality standards and product consistency, while relationships with suppliers are built on the principles of long-term strategic partnership.

Package design developed in partnership with Neo Group (Israel) and Quantum Graphics (Russia) features a unified, modern style brought together by the Cyrillic letter “D” with an orange circle around it, which is a recognizable part of the company's logo.

Danny Perekalsky, DIXY Group marketing director, explained:

“Developing a new brand concept and package design, together with selecting the right producers and suppliers, took an entire year. This shows how seriously we approached this project. We believe that our work here will provide an additional boost to customer loyalty. "

The first products to be sold at retail stores under the new brand name were sunflower and pumpkin seeds, nuts, and dried fruit, as well as baby wipes. There are plans for more than 40 kinds of products and goods to be sold under the “D” brand.