From casseroles to shiitake chips: Delhaize embraces uncomplicated comfort food

While the produce section is undergoing a major makeover, Delhaize showcased a trend toward comfort food across various categories at its Food Market. The premium private label “Taste of Inspirations” is also receiving more attention.

Record-breaking edition

With 122 participating suppliers, the recent Food Market was the largest ever for Delhaize. Retailers had the opportunity to explore the revamped concept for the produce section and discover festive products for the important end-of-year period. Even though health remains one of the retailer’s top priorities, taste and sophistication are, of course, never far behind. In keeping with tradition, there were plenty of Italian specialties, a revamped game meat selection, new entries in sports nutrition, and a focus on convenience. We’ve selected five key takeaways.

1. Functional drinks for morning and evening

According to Delhaize, functional beverages are experiencing explosive growth of about 15%. Fresh juices pressed under high pressure (“high-pressure processing,” a form of cold pasteurization) retain their nutritional value and have a longer shelf life (up to 40 days). Spicy shots with ginger or chili pepper ensure you start your day wide awake and full of energy. There are also “evening shots” to help you wind down peacefully at the end of the day.

2. Guilt-free comfort food

How do you get little ones to eat more vegetables? Various innovations aim to make vegetables more appealing to families with children. These range from conveniently pre-cut and packaged “Snackers” to take to school, to crispy vegetable fries for the air fryer. In the meals and pasta section, which underwent a “category reset,” new private-label pasta casseroles, vegetable stews, and pureed vegetable bowls are appearing. They contain plenty of vegetables, yet are primarily guilt-free comfort food. The two don’t have to be mutually exclusive.

3. The “snackification” trend continues

Eating on the go or between meals is increasingly replacing the traditional full meal. In addition, the chips and snacks section is getting a refresh. New private-label products are popping up on the shelves, including a popular flavor like ketchup-flavored chips. A team trip to Japan inspired, among other things, the introduction of a surprising range of crunchy snacks made from dried shiitake mushrooms, as well as crispy salted seaweed. A new premium line of roasted nuts is being launched under the Taste of Inspirations brand.

4. Taste of Inspirations is growing

Indeed, Delhaize’s premium private label seems to be back as if it had never left, across a variety of categories. It features distinctive festive products, such as dried edible flowers for decorating dishes and cocktails, original chutneys (including limoncello), as well as cheeses, nuts, and other snacks. Previously, the retailer also launched a premium line of olive oils, for example.

5. The supermarket becomes a bakery

“Become the best baker in your neighborhood,” the bakery section emphatically proclaimed. No surprise there: for Delhaize, the bakery is and remains an absolute destination category. The chain aims to stand out with an ever-expanding selection of fresh bread varieties, small baked goods, and pastries—or with the fresh premium desserts from Atelier Cécile, for example. Comfort food, too.