Delhaize's Romanian subsidiary Mega Image is to create a new Romanian chain. AB Cool Food will solely focus on selling frozen foods. Bucharest, the capital, will house its first store.
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.