Delhaize continues to role out its newest Private Brand “My Essentials” with numerous items being converted from other brands in their portfolio. At my local Food Lion the portfolio strategy is slowly being revealed as items from both their basic/value tier brand Smart Option and their National Brand Equivalent (NBE) are absorbed into the brand. They are obviously reassorting their current Private Brand products to create a solid mid-tier brand that will become the uber Private Brand across all of Delhaize’s US banners (Hannaford, Sweetbay, Bloom, Food Lion, Harveys, Reid’s & Bottom Dollar Foods). In addition to the significant product shifts within the brand portfolio, Food Lion has rolled out a full set of in store marketing collateral including stanchion signs, tent cards, channel graphics and aisle violators all introducing the new brand.
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