Company: Edeka Zentrale AG & Co
Brand value: US$2,341 million
Headquarter city: Hamburg
Year formed: 1898
Founded in 1898 as a co-operative alliance of independent merchants, Edeka is Germany’s leading group of grocery retailers, with about 11,400 stores across a range of store formats and sub-brands. It promotes a positive shopping experience in a pleasant environment, with a format, location and range to suit consumers’ needs within easy reach. The range of formats include Edeka Center hypermarkets, which have specialist areas and offer more non-food products, and Edeka markets and supermarkets, which frequently feature specialist service counters run by independent merchants. The company plans to roll out more stores in a wider range of formats, from forecourt retailers to discounters and more supermarkets, and is modernizing and increasing several stores to improve the experience for shoppers. Edeka offers a wide range of private label products in food and non-food categories such as beauty. These range from the economical Gut und Günstig lines, to higher-priced international specialty foods. The private label ranges are highly popular and Edeka has announced plans to further extend its portfolio. Edeka tends to bring humor to its advertising, and its 2014 “Supergeil” music video featuring musician and actor Friedrich Liechtenstein became a viral hit. It now works closely with the WWF to promote sustainability, and comical pandas often appear in Edeka ads, in one case accompanying shoppers around as store helping people choose their goods responsibly. In 2017 the brand also ran an online spot #Vielfalt (diversity) to draw attention to racism, showing genuine reactions from Edeka shoppers when they see what would be missing from supermarket shelves if not for international diversity. Most ads carry the tagline Wir lieben Lebensmittel (We just ♥ food). Edeka is privately owned.