Germany: Exciting collaboration at Anuga 2025, DRC and Ottno forge new supply paths

Discount Retail Consulting Management joined forces with the procurement team of Ottno China at #Anuga 2025 to evaluate potential partnerships with A-brand and private label food manufacturers for one of China’s fastest-growing discount retail concepts, headquartered in Chengdu.

Founded in 2021, #Ottno has rapidly expanded to 300 value-for-money discount stores across Sichuan and Chongqing province, offering an assortment of 800 SKUs from international and local brands, complemented by 250 in-house developed private label products.

The discounter has earned notable recognition in China, including the #Jiuxao Award and the #PLF Golden Star Award for excellence in private label innovation. Targeting young female consumers, Ottno has secured top rankings on #TikTok and #Xiaohongshu (Rednote), leveraging social commerce and influencer-driven visibility.

During the visit, the joint team engaged with suppliers in the following categories:

- Confectionery: Hamlet, Lambertz, Solen

- Alcohol: Oettinger, Eichbaum

- Canned meat: Zwanenberg

- Dairy: INEX, Ammerland

- Edible oils: Ranieri

- Parallel imports: SRGI, Big Brands, Brand Masters

These discussions focused on aligning premium-quality, cost-competitive products with Ottno’s trendy, youth-oriented store format and scalable private label pipeline.

This strategic collaboration at Anuga 2025 marks a key step toward integrating European and global FMCG expertise into Ottno’s high-growth discount ecosystem in Southwest China.

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