Spain’s largest department store chain, El Corte Ingles, has launched a discount food brand to cater to cash-strapped consumers.
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Called Aliada, the brand will include dairy, bread, meat, canned foods, olive oil and snacks.
The initiative stems from a strategy “to adapt to society’s new demands and necessities,” the company said.
The retailer has claimed that Aliada will be the cheapest label sold in its supermarket networks.
It is hoped that the discount range will allow the group to grow sales, as the property crisis, soaring interest rates and the credit crunch have prompted consumers to cut spending sharply.
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