Auchan Launches Private-Label Line of Products from Belarus

Thanks to a strong partnership with Belarusian manufacturers, Auchan Retail Russia has introduced a new private‑label product line titled “Auchan Products from Belarus.” The project aims to familiarize Russian customers with authentic flavors from the Republic of Belarus and make them easily accessible in Auchan stores without the need to travel abroad.

At the initial stage, the assortment includes 8 SKUs in the Meat and Poultry categories — steaks, drumsticks, and thighs. By the end of 2025, the range is planned to expand to 15 SKUs, adding confectionery and grocery items. The products are positioned in the mid‑price segment, ensuring broad affordability.

All production takes place within the Republic of Belarus and is documented through mandatory verification. Both the origin of raw materials and the manufacturing site are checked, along with compliance with traditional production methods and quality‑management standards.

The packaging design reflects the national identity of Belarus. Bright decorative elements, traditional patterns, and symbols combined with the slogan “With Love from Belarus” make the products visually appealing and easy to recognize on store shelves.

“This year, we opened two ‘Belarusian Villages’ in Moscow and St. Petersburg, and customers already love them. Having confirmed the high quality of Belarusian goods, we are launching the ‘Auchan Products from Belarus’ line. This project fits into the company’s broader strategy to develop private labels, enriches the assortment with high‑quality items, and strengthens partnerships with Belarusian manufacturers,” said Elena Savchenko, Director of Purchasing and Private‑Label Product Development at Auchan Retail Russia