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Private Label

Czech Albert Expands Private Label Offering

By square1
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Czech Albert Expands Private Label Offering

Since January 2014, Dutch retailer Ahold has introduced more than 330 AH Basic private label products in its Albert stores in the Czech Republic.

“We are continuously expanding our portfolio of our private label products of AH BASIC. Therefore, almost every week there is a new AH BASIC product on the shelves of our stores,” Marketing Director for Albert, Zlata Ulrichová said. By the end of the year, they plan to sell as many as 400 AH Basic products. Many of the foodstuffs in the Czech AH Basic brand range use the "I know what I eat" label, designed to verify the balanced nutrition criteria of the given product.

AH Basic products mostly include canned products with a long shelf life, but fresh milk, milk products, mineral water, juices, pasta, rice, and also dog food is sold under this private label. Introduced by Ahold in 2013, this brand will gradually replace Euro Shopper, private label of Ahold, the company said.

According to a study by Incoma GFK, 20 per cent of Czech customers buy private label products regularly, a 5 per cent year on year increase.

The Dutch retailer is present in the Czech Republic since 1991. In March 2014 Ahold Czech Republic a.s. acquired 50 stores from Spar, 36 hypermarkets and 14 supermarkets for € 191,000,000. With this move Albert is now the biggest supermarket chain in Czech Republic, with 226 of Albert supermarkets and 56 of Albert hypermarkets.

© 2014 European Supermarket Magazine – Europe’s grocery retail magazine, for all your breaking supermarket, convenience-store and FMCG news. Article written by László Juhász. 

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