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

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.