Ahold Delhaize introduces 500 new own-brand products in Central and Southeastern Europe region
The new own-brand products contribute to Ahold Delhaize’s group target of achieving a 45% own-brand share by 2028
Zaandam, the Netherlands, January 16, 2025 – Ahold Delhaize is proud to introduce more than 500 new products across its own-brand lines, available now at Albert in Czechia, Mega Image in Romania, Alfa Beta in Greece and Maxi in Serbia. This expansion underscores Ahold Delhaize’s aim to offer high-quality, healthy and affordable options to customers throughout the Central and Southeastern Europe (CSE) region.
Thanks to an ongoing collaboration between our great local brands, customers will find a broader range of new products including more plant-based and organic choices, as well as redesigned packaging and innovations on existing food products. Our brands’ customers are now able to enjoy an even wider selection of own-brand staples, such as Nature’s Promise, Perla coffee and tea, Delicata chocolate and Gustona. This expansion is part of an extensive harmonization project that aims to offer an enriched, high-quality product range across the region. The CSE brands have introduced around 500 new items, bringing the total products introduced through the project to 800.
Streamlining production and processes
By working together on their own-brand assortments over the past three years, the brands are able to differentiate their offering from competitors, providing high-quality, healthy and affordable options that customers greatly value. At the same time, they are streamlining the entire production and distribution process.
This CSE harmonization project marks a great step towards Ahold Delhaize’s ambitious group target of 45% of total food sales coming from own-brand products by 2028. Rembrandt Heerkens Thijssen, Director EU Sourcing CSE, comments: “This dynamic collaboration between our CSE brands allows us to make positive changes at scale, bringing innovations and the latest product improvements to customers across the region.”
Small packaging adjustments, big impact
The project team is also rebranding some existing products to unify them under new packaging and labeling. "As part of the harmonization, we’re developing packaging that will be consistent across all countries, with four-language labeling," explains Ivo Ředina, Own Brand Development Director.
The support and collaboration of local suppliers in the CSE markets are of great value, in providing high-quality ingredients, unique recipes and product innovations. Their partnership enables us to introduce new trends in health and convenience.
Rembrandt concludes: “While the harmonization process has its challenges, it’s well worth it. And customers seem to agree. The team has seen comparable sales growth of over 20% compared with the previous year. One great example is the plant-based milks which have shown a three-fold uplift since last year. This is a massive team effort that we can all be proud of.”
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