By phasing out or reducing their cheapest own brands, Delhaize and Colruyt Group are following an international trend: budget brands have failed miserably in the battle against hard discounters such as Aldi and Lidl.
Upgrade
It was already known that Delhaize was gradually phasing out its discount brand 365. Recent rumours on social media about the possible disappearance of Colruyt Group’s budget brand Everyday brought the subject back into the spotlight. To be clear: Everyday is not disappearing, but it is being “revised”, says Colruyt. The focus is shifting to the mainstream own brand Boni.
