Belgian food retailer Delhaize has announced the launch of a new European low-price brand.

The new “365” brand aims to offer customers basic, quality products at low prices all year round. The new brand will be launched in Belgium this week and in Greece, the Czech Republic and Romania in the following weeks.

The 365 private-label assortment will consist of basic products such as general groceries, frozen food, beverages (including wine), dairy, and fruit and vegetables. In the coming weeks, other products will be added to the assortment, to reach 300 products by the end of the year in Belgium and Greece. In the Czech Republic and Romania, fifty products will be available by the end of 2004.

The products will have a common European packaging displaying a common logo and up to 8 languages (French, Dutch, German, Greek, Czech, Slovak, Romanian and English). Delhaize said this common approach considerably reduced development and production costs.