ARO (trademark)
aro is a trademark and own brand of the German wholesale company Metro Cash & Carry International GmbH. It is offered in Germany in the 104 Metro C&C wholesale stores. Since the Metro was originally intended for resellers, aro products are increasingly appearing in the range of small retail stores such as B. kiosks. Metro's self-promotion for the aro brand, on the other hand, is aimed specifically at catering establishments .
packaging
aro products are offered in sizes that are common for private households as well as in bulk packs, as are common in the catering sector. As is customary with private labels, all product packaging has the same simple design . The brand name aro is written in yellow lowercase letters on a dark blue rectangular logo, to which a red underline, interrupted by a narrow white line, resembles a tick, which is used to mark good or done things. The name of the respective product is in much larger light blue block letters underneath, further product information in dark blue. Many articles also show photos of the content or processing stages of the product, for example a flowering rapeseed plant with rapeseed oil, and to a lesser extent other design elements. Ingredient lists, nutrient tables etc. are printed in dark blue. The rest of the base is always white.
Market segment
As is customary with private labels, the aro products are offered in the low-price segment. For the most part, prices are exactly the same or very similar to private labels in retail outlets and own brands from discounters.
Over 550 food and over 300 non-food items are offered under the aro brand name . The non-food items include stationery and drugstore goods, but also tableware and simple electrical appliances. In the drugstore range, for example, large canisters of various cleaning agents are well represented.