Ahold Delhaize Expands Own Brands In Select European Markets
As retailers in the United States continue expanding their assortments of private label products, trends in Europe can serve as a forecast of what’s to come on this side of the Atlantic Ocean.
At Ahold Delhaize, the grocer is driving growth of own brand products in the Central and Southeastern Europe (CSE) region with the launch of more than 500 new items that are hitting the shelves at Albert in Czechia, Mega Image in Romania, Alfa Beta in Greece, and Maxi in Serbia.
The new items feature a broader range of new products including more plant-based and organic choices, as well as redesigned packaging and innovations on existing food products. Shoppers will have access to various products including Nature’s Promise, Perla coffee and tea, Delicata chocolate, and Gustona.
Ahold officials said the expansion is part of an extensive harmonization project that aims to offer an enriched, high-quality product range across the region. The brands have introduced approximately 500 new items, bringing the total number of products introduced through the project focused on the CSE region to 800.
“This dynamic collaboration between our CSE brands allows us to make positive changes at scale, bringing innovations and the latest product improvements to customers across the region,” said Rembrandt Heerkens Thijssen, director of EU Sourcing CSE.
Company officials said the collaborative effort on the own-brand assortment over the past three years, each brand can differentiate its offering from competitors, providing high-quality, healthy, and affordable options. At the same time, they are streamlining the production and distribution process.
The harmonization effort is also having a positive impact on product packaging, which will be consistent across all countries and feature four-language labeling.
“While the harmonization process has its challenges, it’s well worth it. And customers seem to agree,” said Heerkens Thijssen. “The team has seen comparable sales growth of over 20% compared with the previous year. This is a massive team effort that we can all be proud of.”
