Leader Price, a banner committed to quality  CEO Groupe Casino

Leader Price, a banner committed to quality

Leader Price has built a powerful image of quality and choice in the discount market since it was created in 1990. Underpinned by a focus on everyday low prices on all products, Leader Price provides a carefully selected range of high-quality items that are perfectly suited to the needs of customers, while also offering an efficient, enjoyable shopping experience. The banner has a line-up of over 3,500 items, of which 80% are Leader Price-label products, 10% Le Prix Gagnant products and 10% national brand products. All share a commitment to health, taste, products grown or made in France, safety and traceability.

The banner’s partnership with French food critic and television personality Jean-Pierre Coffe demonstrates that quality is a question of choice. Mr. Coffe participates actively in the development and validation of core Leader Pricelabel products and other specific labels (regional, organic, special occasion and Italian). This partnership has developed through an in-depth process to lift Leader Price products to ever-higher levels of quality and taste.