Ahold Delhaize launches European private label offensive

Ahold Delhaize is launching a range of 500 new private brand products in consistent packaging with labels in four languages, for its chains in Czechia, Greece, Romania and Serbia. The group is aiming to raise the sales share for private brands to 45 % by 2028.

20 % growth

The Dutch retail group is launching the new range at Czech Albert, Greek Alfa Beta, Serbian Maxi and Romanian Mega Image. The private label brands will include Delicata (chocolate), Gustona (jams, preserves and sauces) and Perla (coffee and tea). The new range will offer shoppers in the region access to a wider range of healthy, plant-based, organic and innovative products at affordable prices, the retailer says.

Over the past three years, the four chains in Central and Eastern Europe have harmonised their private label offerings and streamlined the production and distribution chain. Packaging is now identical in all four countries, with labels in the four main languages. As a result, comparable sales grew 20 % last year, compared to a year earlier. The initiative should contribute to Ahold Delhaize’s ambition to get 45 % of its group sales from private brands by 2028.