Ahold is relaunching the Guaranteed Value own-label range sold across its stores in the US.
The Dutch retail giant has added more products to the line, which is on sale at its Stop & Shop, Giant Carlisle, Martin’s and Giant Food outlets, and redesigned the portfolio’s packaging.
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Ahold said its Guaranteed Value line needed a “refresh” and the new-look packaging will “unify” the range across the store.
“The timing of our relaunch was driven by our effort to help customers stretch their budgets in a challenging economy. We felt that the look of our value line of own-brand products needed a refresh,” a spokesperson told just-food. “We believe that the packaging nicely represents the product line with clear, easy-to-identify and no frills packaging that will hold costs down and make sure these products are as affordable as possible.”
The spokesperson refused to be drawn on the sales of the Guaranteed Value line.
Ahold announced in November that, as part of “six strategic pillars” to increase growth, it wanted 40% of its sales in the US to come from private label.
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By GlobalDataThe spokesperson said more than a third of Ahold’s US sales are own label and added: “With the relaunch of Guaranteed Value, we can reach an even broader audience and fulfill more of the customers’ basic needs with 60 percent of the items in the line priced at US$1 or less.”
