dm expands food assortment
Author: Dimitri Lagun
Soon refrigerated food in the markets
The drugstore dm wants to expand its range of food and includes in addition to dry and uncooled food now also refrigerated food in their assortment. According to reports of magazines Stern and Lebensmittelzeitung the drugstore chain wants to sell fresh baby food jars in the future.
Although baby food is not a product that boosts sales, dm has the opportunity to gain experience with refrigerated foods through this product. So far dm only sells noodles, biscuits and Co., so the chain does not have the logistics for refrigerated food. To test how the new project will be received by the customer, the baby food maker Yamo will send various passively cooled jars in parcels to the stores. If the test is successful dm needs a service provider who takes care of the logistics of refrigerated baby food.
The concept of refrigerated foods in various drugstores is not new. The Hamburg-based drugstore chain Budni already has freezers in each store where dairy products and vegan foods are available for purchase. Budni also sells food such as frozen pizzas from the well-known brand Alnatura and dairy products from Andechser. As the magazine Stern quoted the Lebensmittelzeitung, dm also wants to sell fresh sausage and dairy products in the future. By doing this, dm is changing its assortment more towards a supermarket.
But dm’s director of marketing and procurement, Sebastian Bayer, sees things differently and takes position: “We are not a supermarket and do not want to dilute our profile.” The test phase for baby food should last for about three to six months. After that it should be decided whether the products continue to exist in the range.