Since the beginning of 2014, Dutch retailer Ahold has introduced more than 330 “AH Basic” Private Brand products in its Albert stores in the Czech Republic. By the end of the year, they plan to sell as many as 400 AH Basic products. A large number of the products in the Czech AH Basic brand use the “I know what I eat” label, designed to verify the balanced nutrition criteria of the given product.
AH Basic products mostly include canned products with a long shelf life, but juices, pasta, milk and milk products, mineral water, rice and also dog food are sold under this Private Brand. The brand was introduced by Ahold in 2013 as a replacement for the private brand Euro Shopper.