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Quality for professionals: The Top 5 METRO own brands

METRO’s own brands provide professionals with more than just quality – they deliver reliable availability, stable prices and practical bulk packaging.

This translation was created from the original text using AI (DeepL).
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METRO's own brand all on a bulk

What´s it all about?

  • What are METRO's top five own brands?
  • How do I benefit from METRO own brands as a customer?
  • How can I buy own brands?
  • Where can I get more information?
METRO's own brand milk subsitute
Content:

METRO offers restaurateurs a broad selection of own brands that put everything needed for everyday operations within easy reach: high-quality foods, professional kitchen equipment and practical office supplies. The products are geared to the requirements of the restaurant, hotel and catering industries. Whether in the wholesale store, by regularly scheduled delivery or ordered online as needed – METRO own brands are available through the channels that best meet customers’ needs.
  • Button: Focus on: The Top 5
    • METRO Chef
    • METRO Professional
    • Aro
    • Fine Life
    • Rioba
METRO's own brand Aro tomatosauce
METRO's own brand Fine Life

As a customer, how do I profit from METRO own brands?

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The benefits of METRO own brands

METRO’s own brands provide professionals with more than just quality – they deliver reliable availability, stable prices and practical bulk packaging. Thanks to long-standing partnerships with selected suppliers, the products on the shelves are not only of top quality but also offer excellent value-for-money ratio. Our aim: real quality. All the time.
METRO's own brand Rioba
Own-brand development: On the way to wholesale, METRO chefs and experts leave nothing to chance.
Hello METRO

From customer request to product innovation

How does METRO develop its own brands? The customer asks, METRO answers.

Assortment

Did you know? Facts about METRO own brands

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    🛒 7,500

    own-brand products are included in the assortment of METRO Germany alone.

  • 🏆 Top sellers

    METRO Chef, METRO Professional and Aro alone make up 83% of METRO’s total own-brand sales.
  • Button: percentages!

    💰 Low prices – plain and simple, all the time

    Buy more, save more: when it comes to own brands in particular, METRO offers unbeatable low prices on a permanent basis. In addition, there are attractive volume discounts on numerous articles. The price advantages apply to purchases at stores, by delivery and on the METRO online marketplace.

  • 🌱 Varied and tasty

    METRO Germany’s range of around 7,500 own-brand products now includes a good 500 quality organic products. METRO Chef Veggie is also offering more and more plantbased innovations – from creamy milk alternatives to burger patties
    and spicy gyros strips, all based on soya and wheat proteins.
METRO's own brand copy paper
METRO's own brand METRO Professional

MPULSE Originals: What´s behind the products

There is a story behind every product – be it the sun-ripened tomatoes from Italy, the tender Irish beef from Ireland's green pastures or the salmon from Norwegian aquaculture. What do they have in common? They are all own-brand products from METRO Chef. And MPULSE was allowed to accompany their journey, from their origin to the METRO wholesale store. Want more? This way:
MPULSE Originals

MPULSE Originals

Gain authentic insights and experience exciting stories from around the world. MPULSE goes where others fear to tread, following restaurateurs, producers and suppliers.

The top five METRO own brands at a glance

  • METRO Chef

    METRO Chef: High-quality food products

    The own brand METRO Chef offers fresh and non-perishable foods of high quality and in practical packaging sizes – perfect for restaurants, hotels and caterers. Pictograms on the products show at a glance if they are pre-sliced, gluten-free or require freezing.
👉👉👉 Italy in a box
METRO Chef offers 28 varieties of pasta in its dry range in packaging sizes from 500 g to 5 kg. An especially practical feature: shelf-ready packaging (SRP), with three 5 kg bags contained in boxes that are simple to identify, can be opened in ten seconds and are easy to handle, given their maximum total weight of 15 kg. The packaging additionally contributes to sustainability by using minimal material that is easy to dispose of – ideal for professional kitchens and bulk purchasers.
  • aro

    Aro: Essential basic products

    From flour, to milk and eggs, to cooking oil and other essential ingredients – Aro has basic gastronomic requirements covered. Aro, METRO’s second-largest own brand, offers a wide range of foods, household goods and drugstore items – with an excellent cost-benefit ratio.
👉👉👉 Practical carrying handle
Whether at the wholesale store or in the kitchen, the work of food service professionals is very hands-on. METRO’s in-house packaging experts collaborate closely with restaurateurs to facilitate their purchasing. For example, large, heavy containers such as that of Aro sunflower oil are easier to carry thanks to practical integrated handles. More about the topic: Packaging without frills why?
  • METRO Professional

    METRO Professional: Equipment for professional chefs

    From cooking utensils and disposables to kitchen appliances and restaurant textiles, METRO Professional offers professional chefs an extensive range of kitchen equipment. This includes cutlery, porcelain, glassware and cleaning products. Pictograms provide usage instructions and notices, such as ‘cordless’ or ‘dishwasher-safe’.
👉👉👉 Product info at a click
Important background information on products is just a click away, thanks to a QR code on the packaging. For instance, the QR code for the mobile eight-burner gas grill from METRO Professional leads directly to a video that explains its set-up step by step. 🎬 Video
  • Fine Life

    Fine Life: A selection that pays

    Fine Life is targeted above all at independent resellers such as small food stores, kiosks and petrol stations. With around 1,100 food articles internationally, the assortment offers a strong value-for-money ratio. It enables merchants to offer their customers a wide selection of products at affordable prices.
👉👉👉 Turn up the volume: The core target group in many Eastern European METRO and MAKRO countries is what are known as traders – independent resellers such as small grocery stores and kiosks. Planning and calculation reliability is particularly important for them. This is why affordable purchase prices make Fine Life products particularly lucrative for resellers. More on the topic: Concepts for traders
  • Rioba

    Rioba: Authentic coffee pleasure

    From coffee beans, to pastries, to jams and syrup, to biodegradable disposable cups – Rioba provides the complete professional solution for cafés, bars and breakfast-serving establishments. With around 130 articles, Rioba ensures full-flavoured coffee pleasure – for on-premises enjoyment or to go.
👉👉👉 Focus area ‘to-go packaging: METRO offers to-go packaging made from, among others, bagasse, bamboo or palm leaf. A comparison of some materials: Packagings and their decomposition times

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