Last Refreshed: 3/4/2024 8:38:58 PM
Brand Story

Delhaize launches campaign to support purchasing power

June 16, 2022 – Delhaize is aiming to do everything possible to continue to guarantee the purchasing power of its customers. Today, the Lion of Delhaize sent its Little Lions into the world to put 500 basic products of the private label in the spotlight at competitive prices. Exceptional times call for exceptional measures. Delhaize is therefore implementing price reductions of 5% to 30% on a first wave of 500 selected items that customers need every day. These competitively priced items are part of a global approach in which Delhaize, among other things, offers more promotions and supports purchasing power thanks to the SuperPlus program through which it offers discounts on its entire range of products with Nutri-Score A and B. 

That we are living in difficult times is perhaps the understatement of the year. The war in Ukraine is causing an unprecedented energy crisis as well as humanity crisis, commodity prices are going through the roof, and inflation is breaking all records. More than ever, consumers' household budgets are under pressure and household purchasing power is declining. 

Delhaize listens to the concerns of its customers every day and has already made efforts to support them during these special times. Examples of this are the increase of promotions such as 1 + 1 free and the permanent discount (up to 15%) on up to 5,000 products with a Nutri-Score of A or B. More than 7,000 private label products are also sold at prices that are up to 30% lower than national brand equivalents. 

"In times of high inflation, we cannot stand by indifferently as some statistics show that there is a risk that consumers will resort to inferior and less healthy products." Xavier Piesvaux, CEO of Delhaize. "This is not about a stunt of a few weeks." 

Xavier Piesvaux also shared, “50% of customers groceries’ are already private brand products. We have noticed that this figure has increased by a further 10% in recent months. We want to intensify our efforts for these 500 Little Lions, basic products of the house brand Delhaize, and be on the side of the real life of our customers. We never compromise on quality, but we are consciously reducing our margins in order to offer our customers better prices.”  

In the store it will be very clear to customers because the very recognizable Little Lions will indicate which products it concerns so that customers can easily find them. They just have to follow the little "guides". The price reductions will be implemented in all Delhaize stores and also online via After an analysis, a basket was put together of the 500 most purchased basic products such as fruit and vegetables, pasta, drinks, detergents, hygiene products, but also animal feed. 

"With these price reductions, we want to minimize the price difference with other supermarkets for these 500 basic products. At the same time, we will continue to focus on what characterizes Delhaize: our wide range of healthy, local and high-quality products." Said Xavier Piesvaux. 

Last Refreshed: 3/4/2024 8:38:58 PM
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