Cold Storage, the high end supermarket arm of Dairy Farm International, has made available the Casino private label range of products in Malaysia. This is a rather interesting development and has been touched in one of my earlier blogs on private label. I argue Malaysians like imported products, regardless of whether they are private label or not. As long as they sound and feel exotic, Casino, Waitrose and Marks & Spencer private label range will find a captive market in Malaysia.
It is a clever move by Cold Storage to introduce Casino private label range to preserve its premium image instead of developing its own Cold Storage private label line. However, Cold Storage needs to tell the Casino story. Malaysian consumers are generally not aware of the Casino brand compared with the Waitrose and M&S brands from the UK.