Private Label

Albert Heijn Expands 'Low Price' Own-Brand Offering

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Dutch retailer Albert Heijn has expanded its assortment of affordable, own-brand products offered under the Prijsfavorieten (Price Favourites) campaign, featuring the blue thumb.

The new additions include drugstore products, drinks and animal feed.

The range offers more than 1600 items, ranging from bananas to peanut butter and detergents to stroopwafels.

The retailer aims to offer affordably priced daily groceries products and household items under the campaign.

'Shopping At An Affordable Price'

Henk van Harn, director of merchandising and sourcing at Albert Heijn, said, "We see that customers are increasingly paying attention to price and that the popularity of our Prijsfavorieten is increasing enormously.

"At Albert Heijn, we think it is important that customers can continue to do their daily shopping at an affordable price and we want to make better food accessible together. For everyone. I am pleased that we are once again expanding our Prijsfavorieten offer with top-quality products."

Shoppers at Albert Heijn can also avail of additional bonus offers every week. My Albert Heijn Premium customers receive an even greater discount with the 'Bonus Box', the retailer added.

Albert Heijn has also launched a commercial to highlight the range with its 'Prijsfavorieten Parade' campaign.

During the campaign, shoppers can avail of a trial discount of 25% on a number of price favourite items so that they can experience the quality in an affordable way.

The ah.nl app and the retailer's Allerhande portal offer customers plenty of tips and inspiration on cooking tasty, easy and healthy meals with Prijsfavorieten products.

© 2022 European Supermarket Magazine – your source for the latest private-label news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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