Edeka to Unify Regional Store Brands Under ‘Von Herzen Regional’ With Yellow Heart Logo

Overview

• According to industry reporting, the new umbrella label will replace Heimatliebe in the Minden-Hannover, Hessenring, Nordbayern-Sachsen-Thüringen, and Südbayern regions to standardize regional branding.
• In other areas, established programs such as Unsere Heimat will remain and be paired with the yellow heart mark, with some products already displaying both identifiers.
• The shift is described as a labeling and marketing change, with sourcing and seasonal regional assortments continuing as before.
• The design mirrors the Edeka Herzstücke line, and reporting says the retailer expects clearer shelf recognition, stronger demand, and closer ties with local producers.
• Initial shelf appearances are reported for spring 2025 and a broader phase-out of older labels by 2026, while Edeka’s Hamburg headquarters has not issued a public comment.