ESMagazine Reports: Ahold Delhaize Expands Private Label Range in Central and Southeastern Europe

Now Available in Romania

Belgian retailer Ahold Delhaize has added 500 new products to its private label range in the Central and Southeastern Europe (CSE) region.

The new products are available at Albert in the Czech Republic, Mega Image in Romania, Alfa Beta in Greece, and Maxi in Serbia, the company stated.

This initiative is part of Ahold Delhaize's efforts to provide high-quality, healthy, and affordable options to customers in the CSE region.

The expanded range will include more plant-based and organic options, feature redesigned packaging, and reformulate existing food products.

Shoppers will have access to a wider selection of private label essentials such as Nature’s Promise, Perla coffee and tea, Delicata chocolate, and Gustona, the company noted.

Harmonization Project

The addition of new products is part of a harmonization project aligned with Ahold Delhaize's goal of achieving 45% of total food sales from private label products by 2028.

Rembrandt Heerkens Thijssen, EU Sourcing CSE Director, commented: “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.”

Additionally, the company is rebranding some existing products to unify them under new packaging and labels.

“As part of the harmonization process, we are developing packaging that will be consistent across all countries, with labeling in four languages,” explained Ivo Ředina, Private Label Development Director.

Rembrandt added: “Although the harmonization process comes with its challenges, it is absolutely worth it. And customers seem to agree. The team has recorded a comparable sales increase of over 20% compared to the previous year.

“One great example is plant-based milk, which has seen a threefold increase in sales compared to last year. This is a massive team effort we can all be proud of.”