NETHERLANDS: Ahold's Albert Heijn relaunches entry-level own label

Albert Heijn, the largest grocer in the Netherlands, has relaunched its entry-level private-label range to the “cheap and cheerful” AH Basic.

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The retailer, Ahold’s domestic business, said AH Basic would replace its Euro Shopper range.

“In the current economic climate, our customers are more than ever looking for ways to shop smarter – not focusing on price alone, but more importantly on the price-quality ratio. AH Basic offers customers trusted Albert Heijn quality at low prices,” Albert Heijn told just-food.

“The variety of product ranges means that customers can make their grocery shopping as cheap or as special as they wish – making Albert Heijn a better place to shop, with good prices, easy-to-find products and a great shopping experience.”

Alongside what Albert Heijn described as the “cheap and cheerful” AH Basic, the retailer sells three other own-label lines. It offers the “responsible choice products” of AH Puur & Eerlijk; the “special lines” of AH Excellent; and the “tasty, affordable products” of AH Huismerk.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
Perform company-level analysis to understand business model, size, and geographic focus

Don’t miss out on key market insights that can help optimize your next investment – read the report now.

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Dean Best

An experienced editor, Dean has reported on the international food and beverage industries for 19 years. He became editor of Just Food in 2007 and Just Drinks in 2022.