Private
Brands are
internal
growth
accelerators
Delhaize Group is viewed as
a pioneer of private brand
development. We were one of the
first food retailers in Europe to
offer customers quality at a good
value through our own brands. We
have built on this solid reputation
and in each of our banners
we have developed a robust
offering of products designed to
give customers an alternative to
national brands without having to
sacrifice quality.
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TjéW-O.
DELHAIZE GROUP ANNUAL REPORT '11 17
e have taken the offering
further by developing a
unique and wide rang
ing assortment resulting
in an extensive private
brand portfolio that we
are truly proud of.
For example, in 2011
Delhaize Belgium introduced a Kids Range, an
assortment of products that is specially designed
by Delhaize Group food experts for children
between 5 and 10 years old. Special attention
is given to the composition of the products to
reduce the presence of ingredients such as fat,
salt, sweeteners or artificial colorants.
In Europe, our 365 line of products enjoyed a
record year in 2011 as consumers continued to
search for ways to cope with a difficult economic
environment. An increasing amount of products
carry the distinct and highly recognizable 365-
logo in our European operations. The incre
mental scale of our new Maxi operations has
allowed us to keep prices low.
PERCENTAGE OF SALES
US BE SEE&A
In 2011, we introduced the MyEssenfials value
line at Food Lion, Hannaford and Sweetbay,
which is modeled after our successful 365
line. While in the U.S. private brands have not
reached the level of acceptance they have in
Europe, we are convinced that customers will
begin to migrate to private brands as they rec
ognize that quality and low price can go hand
in hand. MyEssenfials will also seek to make
customers' lives easier by eliminating the temp
tation to split trips between a discounter and a
supermarket. With approximately 600 products,
MyEssentials has a much larger assortment than
other supermarket operators and we believe
this will differentiate our brand going forward.
In the process of introducing MyEssentials we
have also been able to simplify and streamline
our private brand assortment throughout the
U.S. banners.
NEW AT ALFA BETA
Alfa Beta launched 219 new
Private Brand products in 2011, the
majority under the Alfa Beta and
Alfa Beta Bio brand.
