Company: Edeka Zentrale AG & Co KG
Brand value: US$2,616 million
Change since 2019: 3%
Headquarter city: Hamburg
Year formed: 1898
EDEKA is Germany’s leading grocery retail group, with around 11,300 stores across a range of store formats and sub-brands. As consumers become more considerate of the environment, EDEKA is making a raft of changes to its range and services. A new, all-organic format, Naturkind, has been launched in a pilot store in Hamburg-Altona, and EDEKA is celebrating 10 years of partnership with the WWF, highlighting in its communications the changes it has been making to improve sustainability, particularly to reduce plastic. EDEKA’s “Unpackaged” video advertising spot shows in dramatic fashion that “Nature comes unpackaged”, through a woman’s nightmare of being presented with her newborn baby wrapped in plastic. Other recent advertising shows a well-meaning EDEKA employee sharing a smoothie recipe with a rebellious teen and her mother – and humorously failing to read the signals of youth culture. EDEKA is expanding into the drugstore business; it has launched two stores in Offenburg and announced plans for further expansion.