Penny stamps the price of products on its packaging: ‘If you print it, you can’t change it’.

The German discounter has taken its commitment to price stability to another level.

Supermarket chains have in the last year redoubled their efforts to gain price perception through discounts, promotions and investment in own brand.

However, no one has taken their commitment to low prices as far as German discounter Penny.

The chain has introduced a range of own-brand products dubbed “Penny Price Packs” in which prices are printed on the packaging.

In this way, the chain is communicating its intention to maintain the same prices in the long term in order to ‘convey a guarantee of retail price stability in the face of the inflation of the traditional brands’, explains Juan Viñas, Marketing Director of Jvst Grow.

As Werner Hesse-Quack, Brand Marketing Manager at Penny, emphasises: “We have to be able to…