Albert Heijn, the supermarket arm of Dutch retailer Royal Ahold, has renamed its Internet service, Thuisservice (literally: home service) to Albert.

The new name is the final move in a thoroughgoing overhall of the service, which now offers brands from other Ahold subsidiaries Etos, Gall & Gall and De Tuinen. Albert is hoping to become one of the leading Internet supermarkets in the Netherlands and reported a strong increase in sales this summer.