Garant to be the responsive brand

Garant to be the responsive brand

Axfood is launching a new private label, Garant, for groceries and other retail
food products. The Garant brand will be sold in all of the Group's chains. The
vision behind the brand is to be the industry's most responsive brand - and that
the products will give customers more value for their money.

The launch of the first products will be accompanied by the start of a new
website: www.garantprod.se, which customers can visit to find out more about the
products and even provide feedback about them. In pace with the growth of the
products, customers' viewpoints will play an ever-greater role regarding the
content of the product offering and the design of the products. 

"We have put a great deal of work into the packaging, which is intended to be
modern, functional and - most of all - appealing," says Johan Neuman, Business
Area Manager and project leader for Garant at Axfood. "The design was created by
the design agency Bas, and we are very satisfied."

Initially some 15 products will be launched, including pasta, chips, crackers
and meatballs. The products will maintain a standard of quality that is
equivalent to the market-leading branded products, but at a price that is
10%-15% less. 

The Garant name is already featured in the "Garant ekologiska varor" brand of
organic products, which was launched in autumn 2008. 



For further information, please contact:
Ingmar Kroon, Director Press Relations, Axfood AB, tel. +46-702 89 89 83
Johan Neuman, Business Area Manager, Axfood Sverige AB, tel  +46 70 662 69 74

Axfood AB conducts food retail and wholesale trade in Sweden. The Group's retail
operations are conducted through the wholly owned Willys, Hemköp and PrisXtra
chains, comprising 226 stores in all. In addition, Axfood collaborates with a
large number of proprietorrun stores that are tied to Axfood through agreements.
These include stores within the Hemköp and Willys chains as well as stores run
under the Handlar'n and Tempo profiles. In all, Axfood collaborates with some
650 proprietor-run stores. Wholesale business is conducted via Dagab and Axfood
Närlivs. Axfood is listed on Nasdaq OMX Stockholm AB's Large Cap list. Axel
Johnson AB is the principal owner with approximately 46% of the shares.