The global success of private labels in the entry-level price segment of the grocery retail sector is now undisputed. However, retail companies in the 21st century face new challenges. Against the backdrop of increasing interchangeability of products and a highly competitive food market, it is becoming increasingly important for retailers to secure significant competitive advantages over their rivals and to differentiate themselves. For this reason, some retail companies are expanding their offerings to include so-called premium private labels. The pioneers in introducing premium-positioned private labels in grocery retail are the European countries of the United Kingdom and Switzerland, with their successful brands Tesco Finest and Migros Sélection. In Germany, this is a relatively new phenomenon, which raises a number of questions.