Food Lion Debuts My Essentials With A Splash

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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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.