Ahold Delhaize Shares Package Design at Albert Heijn

Delhaize Ahold MuesliDutch retailer Albert Heijn recently introduced Delhaize’s popular crunchy cereal series on its shelves, illustrating how private brands are expanding the reach of their offerings by working more closely together.

Called “crunchy muesli,” the cereal – already a breakfast staple in Belgium and Luxembourg – will enhance the assortment for customers in the Netherlands. It is available in a wide array of flavors, from chocolate and nuts to fruit.

And muesli is just the beginning. Customers will soon see more joint own-brand products in their stores as Delhaize and Albert Heijn continue to share knowledge and expertise, an important element of Ahold Delhaize’s Better Together strategy.

The first joint, identical private brand products borrows a play from Delhaize’s Food Lion and Hannaford banners who have long shared private brand package designs with the particular banners logo. While the move is certainly a good step forward for teamwork and efficiency, it says little for the unique positioning of each banner or design if the logo can simply be switched.

Albert Heijn’s Delicata original happiness range, for example, was inspired by the quality chocolate range of Delhaize. Some Delhaize customers, meanwhile, can find new appetizers based on items developed over the years by Albert Heijn.

Last year, our health and beauty brand, Etos, introduced some of its products on the shelves of our businesses in Belgium, the Czech Republic, Romania and Greece, while Nature’s Promise – an own-brand collection in the U.S. – is now available in the Czech Republic.

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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.