Netherlands-based Albert Heijn has introduced a new private brand, AH Biologisch (AH Organic). The brand will replace its existing AH puur & eerlijk (AH pure & honest) brand. The new brand will include fresh modern package design and a dramatic expansion of organic products.
AH Biologisch will include products in ‘clearly recognizable packaging’ that will stand out on the shelf, while green shelf signs will enable shoppers to find them easily in-store. AH Biologisch will be launched with 120 new products in fresh soups, quiches, tea, cheese, quinoa, crackers, fresh meat and vegetables and will quickly be expanded to 500 products, with additional expansion planned this year.
The brand will continue its commitment to Fairtrade, ecological, free-range products and sustainable fish, with a product’s positive environmental impact highlighted through the presence of independent accreditation labels on packaging.
AH Biologisch will be spotlighted in the AH Allerhande magazine and through the retailer’s Bonuskaart loyalty progam. Albert Heijn.