Albert Heijn launches new ‘Organic’ Private Brand

Albert HeijnNetherlands-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.

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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.