FreshDirect to add more private label products to selection

Online grocer FreshDirect will soon add new store brands to its selection in addition to customer discounts.
Zachary Russell
Associate Editor
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Leading online food grocer FreshDirect has announced that it will soon expand new private brands into its selection of products. The online grocer said that in addition to a number of customer savings going into effect on September 1, 250 new products will be added from Ahold Delhaize’s private brands. Nature’s Promise and Taste of Inspirations are two of the popular labels entering the catalog of items.

FreshDirect was launched in 2002, and operates through seven Northeastern states. In 2021, the company was acquired by Ahold Delhaize and Centerbridge Partners. Ahold Delhaize also operates brands such as Stop & Shop, Food Lion, The Giant Company, and more. In quarter one of this year, Ahold Delhaize noted a triple-digit online sales growth after the acquisition of FreshDirect.

“FreshDirect is upping the convenience of one-stop shopping to bring customers great value on center-of-the-store products, while continuing to deliver the best in fresh, speed and ease,” said Scott Crawford, chief merchandising officer of FreshDirect. “We continue to integrate the stellar resources and expertise of FreshDirect and Ahold Delhaize to super-serve customers so they can address all of their grocery needs in one purchase.”

To support the new deals, FreshDirect will launch a “Fall in Love with Fresh” marketing campaign centered on the company’s quality and value. A pilot test of the new pricing was conducted in different zones across FreshDirect’s delivery area for about 20% of its customer base over the summer and due to the great response by shoppers, the online grocer decided to extend the adjusted pricing to 100% of its customers.