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, 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.