Russia’s No-Frills Grocer Targets Brazil — A Test Of How Low Prices Can Go

A Russian discount chain best known for warehouse-style stores and relentless everyday low prices is preparing to land in Brazil.

The parent company, Svetofor (known as Mere in parts of Europe), plans to operate under the brand “Vantajoso,” with an inaugural unit expected in São Paulo state this year and a goal of roughly 50 stores within two to three years across São Paulo, Rio de Janeiro, and Minas Gerais.

The sites are slated for city outskirts, where rents are lower and logistics are simpler. The concept is “ultra-hard-discount”: smaller shops of about 1,000 square meters, a short list of staples, minimal staff and services, and goods displayed with basic fixtures—often straight from pallets.

The trade-off is deliberate: fewer choices and no frills in exchange for prices that stay low without relying on weekly promotions. It’s aimed squarely at Brazil’s middle- and lower-income households, though higher-income shoppers often follow when the savings are clear.

The timing matters. Over the past decade, Brazil’s cash-and-carry format (“atacarejo”) surged by promising lower prices, then added services that raised operating costs.

As the price gap between traditional supermarkets and cash-and-carry narrowed, room opened for a leaner model to undercut both.

Vantajoso’s Entry Could Reshape Brazil’s Grocery Market

If Vantajoso executes its playbook, rivals will be forced to choose between margin and market share, and suppliers will face tougher negotiations on packaging, assortment, and payment terms.

There’s a backstory. Svetofor pushed into Europe before 2022, then ran into blocks as the geopolitical climate hardened.

Brazil—Latin America’s biggest consumer market—offers scale, food manufacturers that can supply private-label or stripped-down packs, and consumers who have been trading down.

The model isn’t entirely new to Brazil: earlier ultra-discount attempts (like Minibox in the 1980s and Econ in the 2000s) fizzled, but today’s conditions are more favorable.

One wrinkle is branding: businesses named “Vantajoso” already exist locally, so trademark clarity will be watched closely.

What to watch next: a confirmed address and opening date for the first store; evidence of supplier deals and hiring; and whether launch baskets consistently beat cash-and-carry prices.

If those boxes get ticked, Brazil’s grocery price war will intensify—and shoppers everywhere will get a live case study in just how far the ultra-discount model can travel.