Food Lion Debuts My Essentials With A Splash

Christopher Durham Jul 12, 2011 2

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

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

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  1. Gary Hedrick Oct 15, 2011 at 10:05 pm - Reply

    The my essentials brand diet cola as replacement for food lion’s
    diet cola does not measure up. The my essentials brand is made
    with aspartame and not splenda – there is no splenda cola available
    at food lion – pepsi zero (with splenda) tastes like crap and is
    not close the price range. You did away with a good thing (food
    lion diet cola with splenda).

    • myprivatebrand Oct 16, 2011 at 10:26 am - Reply

      Excellent question this site is not affiliated with food lion or any retailer that it reports on I recommend you contact them directly

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