Belgian Delhaize Group’s U.S. operation is reinforcing its private label assortment through the launch of a new line called My Essentials. The private label, which comprises 500 products, will be introduced in all of the retailer’s U.S. stores by the end of the second quarter of 2011.The retailer is aiming for its U.S. private labels to reach 35% of total store sales by the end of 2013, compared to approximately 27% at the end of 2010.
The new private label is targeted to beat competitors' private labels and is priced comparably to those of Walmart, Target and Aldi, Delhaize Group-owned Sweetbay Spokeswoman Nicole LeBeau told Supermarket News. The items are free of trans fats with limits on sugar and sodium and will include nutritional labeling on the front of the packaging. Shoppers will be offered a double money back guarantee if they don’t like the products.
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