Eurocash relaunches its Kanka private-label dairy product range

The Polish retailer and wholesaler Eurocash has relaunched its range of private-label dairy products under its own brand Kanka with renewed packaging and two new product ranges.

The relaunch is aligned with the group’s broader branding strategy for private-label products.

As reported by esmmagazine.com, the new packaging design features a milk churn motif, intended to convey respect for tradition and the use of natural ingredients.

The launch of the new Kanka range began in July 2026 in the retailer’s stores, in the online supermarket Frisco and across its wholesale sales network.

The retailer will promote the launch through leaflets and posters in stores, as well as through a communications campaign with brand ambassadors, scheduled for August.

Investing in private-label products

At the same time, two new product rangeswere introduced: a pleasure range and a functional range. Trend products such as ready-to-drink protein beverages, as well as seasonal products such asayran, will be introduced, expanding the assortment to 51 items. Small-format stores will offer approximately 34 products.

Eurocash tested the new packaging through a consumer survey, which found that 56% of respondents considered it more appealing; a further 46% of respondents said they were more likely to purchase the ranges thanks to the new packaging design. The group also found that the design was particularly appreciated by consumers aged between 20 and 30 years old.

Małgorzata Zielińska, director of the Eurocash Group’s private-label department, said: “In the dairy sector, purchasing decisions are made quickly and intuitively, directly at the shelf: consumers rarely enter a store with a specific brand on their shopping list. This means that the packaging itself has a huge influence on product choice, and effective communication within the store further reinforces that decision.”

Support for local stores

Eurocash stated that the relaunch and expansion of the Kanka range also aim to support its local franchise network and its own partners.

In addition to Kanka, the group’s portfolio includes more than 60 private-label brands.

Zielińska added: “Thanks to brands such as the revamped Kanka, retailers have access to a range of products that they would not find in other chains or discount stores, whether among manufacturers’ brands or competitors’ private-label products.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.