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Our brands
The Casino Group invented the concept of private-label branding, which lies at the heart of its strategy and in which it wields acknowledged expertise.
Own brands—a major asset in times of economic crisis—directly contribute to the Group's performance, in terms of both sales and operating margin, in every retail format.
The Casino Group’s portfolio consists of three brands, each with a strong identity, that are well positioned in their respective markets: Casino, Monoprix and Leader Price.
Each includes brand extensions designed to reflect the most current consumer trends and targeted to specific market segments:
• Organic products: Casino Bio, Monoprix Bio, Leader Price Bio, Club des Someliers
• Sustainably farmed products: Terre et Saveur, MSC labelled products
• Family: Casino Famili, Leader Price Kids
• Gourmet foods: Casino Délices, Casino Désirs (tableware), Monoprix Gourmet, Leader Price Selection of our régions
• Slimming and diet products: Casino Bien Pour Vous, Monoprix Bien Vivre, Leader Price Fine Ligne
• Discount and budget: Leader Price, Prix Gagnant, Premier Prix Casino
• Ethical: Casino Écolabel, Casino Fairtrade Max Havelaar, Leader Price Equitable
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The Casino brand is now the leading own brand in the French market in terms of both volume and value. It accounts for more than half of all products sold in the Group’s legacy banners.
These own-brand lines extend beyond the Group’s expertise in grocery items to include numerous non-food segments: health and beauty products, textiles, small appliances, decor, home repair, etc.
