We aim to provide our customers with comprehensive information so they can make informed decisions while shopping. Our team continuously reviews and strives to improve products, with a particular focus on health and safety. By analyzing laboratory tests, evaluating prototypes, and conducting taste tests, we constantly refine our product formulas and manufacturing processes. It is crucial to ensure that our private label products are of the highest quality and that accurate and clear information is provided about these products, including on labels. Teams working on private labels develop product specifications and manage their approval. When creating labels, our priority is to clearly present all essential information to our customers.
MAXIMA International Sourcing, which is responsible for the development of private-label brands within the Group, manages 47 private-label brands covering approximately 30,000 unique product items. In 2023, it launched Well Done, an umbrella brand for food and beverage categories, which has since expanded to more than 1,100 different products and been complemented by the Well Done Premium product line. Meistro kokybė (“Master’s Quality”)—a private label dedicated to culinary and confectionery products—is also one of the best-selling private-label brands and has been closely associated with Maxima for many years. Overall, private-label products account for more than a quarter of sales in the Baltic States and are an important driver of customer loyalty and the Group’s long-term competitiveness.
