Delhaize sets up Romanian frozen food chain

Focus on store brands

The frozen food chain will offer some 600 items, from fruit and vegetables to
ready-made meals and ice cream. Delhaize’s private labels will form the bulk of its
array of products.

It is unknown how many points of sale will be offered to AB
Cool Food. Its 180 m² store in Bucharest will
remain its only store for 2013, with a planned expansion in 2014.

Romania is the first country getting
a Delhaize frozen food chain, even though it will not be easy: Romanian
people are not familiar with frozen food, as they believe it is a drop in
quality.

After a first participation in Mega Image in 2000, Delhaize procured the entire chain in 2005. The Belgian-owned chain
had 132 super markets, with an average size of 600 m², and 61 Shop & Go stores at the end of 2012.