Albert Heijn has launched a new budget private label line called AH Basic to replace the entry-level EuroShopper range.
The Ahold-owned Dutch retailer, will gradually replace the EuroShopper line with its new AH Basic range, with the first of the new products appearing on shelves next week.
The EuroShopper brand, supplied by buying group AMS Sourcing, is to be pulled from shelves due to inconsistency in quality and price. A spokesperson for Albert Heijn said the EuroShopper line was priced too closely to its other private label ranges and that AH Basic will offer an improved price-quality ratio.
The first AH Basic products to hit the shelves will be free range eggs, cereals, hazelnut paste, pancakes and Chinese fried rice. Sources say the AH Basic products will largely come from the same suppliers. The EuroShopper brand is a discount line supplied by buying alliance AMS to its member retailers, meaning several European retailers carry the range. (10 April)
© 2013 - ESM: European Supermarket Magazine by Sadhbh Connor
