Delhaize to change name to focus on local products

Belgian supermarket chain Delhaize is becoming “Belhaize“. With this marketing stunt, the retailer wants to draw attention to its focus on local products.

Covid acceleration

Last year, demand for Belgian products went up by 15 % – meaning that seven of every ten products sold in its stores are of Belgian origin. Covid-19 has played an important role in this acceleration, Delhaize says in a press release. With this campaign, the chain also wants to thank its 1,600 Belgian suppliers “with whom we are proud to work together”, CEO Xavier Piesvaux explains.

The Belgian retailer, in Dutch hands since 2016, will not really change its name: just two of the almost 800 stores will get the new logo and the webshop will remain at delhaize.be. However, a number of private label products will temporarily be rebranded and local products will benefit from a better focus in stores and online.