Food Lion Announces My Essentials

Delhaize owned Salisbury, NC based grocer Food Lion confirmed in its blog “Food Lion Insider” that it will join its Delhaize banner mates and launch the new “My Essentials” Private Brand  replacing their existing basic/value tier brand Smart Option. At first glance this appears to be the first revelation in a dramatic Private Brand portfolio shift that will inevitably lead to the elimination of the banner (Food Lion, Hannaford, Sweetbay, etc) Private Brands in favor of one mega brand that will allow Delhaize to leverage its total store count and purchasing power for better prices and hopefully better products. The post below also reveals that some of the banner (Food Lion) branded products will be converted to My Essentials, stay tuned its going to get interesting.

Food Lion Launches New Private Brand “My Essentials”

In June 2011, Food Lion will fully launch Delhaize America’s new private (store) brand My Essentials which will represent approximately 500-700 items store-wide. The My Essentials product line will be a clearly branded value line for all Delhaize America banners, which include Bloom, Bottom Dollar, Harvey’s Supermarket, Reid’s, Hannaford, and Food Lion.

My Essentials is a healthy choice pledging to be trans fat free and reducing the total sodium, sugar, and fat where possible. With the new private brand you will see the Smart Option brand phase out from Food Lion’s shelves.

We have already begun to see My Essentials appear on shelves in our local neighborhood Food Lion. (Read about the switch from Food Lion’s Instant Tea Mix to My Essentials Lemon Iced Tea Mix)



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.