Delhaize launches European low cost brand

Belgian retailer Delahaize has announced the launch of 365, a new brand of basic products for the European market. The brand was launched on 19th May in Belgium and will also be launched in Greece, the Czech Republic and Romania in the coming weeks. The 365 assortment consists of low-price products meeting the everyday and seasonal needs. The first products will be launched in following departments: grocery, frozen food, beverages (including wine), dairy, fruit & vegetables. In the next weeks, other products will be added to the assortment, to reach 300 products by the end of the year in Belgium and Greece. In the Czech Republic and Romania, fifty products will be available by the end of 2004. The packaging shows a common logo (a lion in a sun, against an orange background on top of 365) and displays up to 8 languages (French, Dutch, German, Greek, Czech, Slovak, Romanian and English).