Merger Brings Inspirations Brand to Ahold

The merger with Delhaize is giving Ahold USA’s premium private brands a refresh.

Ahold’s Stop & Shop, Giant and Peapod brands are in the process of rolling out Taste of Inspirations as a new premium private label. Taste of Inspirations has been a part of Delhaize’s Hannaford and Food Lion chains for several years.

Their addition to Ahold’s lineups would appear to be succeeding the Simply Enjoy lines those chains have offered since 2006. Those items have been removed from descriptions of private brands at the Stop & Shop, Giant Landover and Giant Martin's websites. Several Simply Enjoy items at Peapod.com appear as out of stock.

Giant of Landover said this week that Taste of Inspirations items are now available in all 166 of its stores.

Found throughout most aisles in the store, Taste of Inspirations features pastas, sauces, frozen appetizers, pizzas, desserts, marinades, dressings and more.

Taste of Inspirations was developed at Delhaize's Hannaford division and was later exported to the company's Belgium stores.

"We are excited for our shoppers to discover new favorites with the introduction of the Taste of Inspirations line," Tonya Herring, SVP of merchandising at Giant Food, said in a statement. “From shaking up the regular dinner routine with our Grilled Pineapple BBQ Sauce, to treating dinner guests to our Chocolate Lava Cake, this line can be part of the everyday indulgences that bring something extra special to our customers, helping them create memorable dining experiences with ease.”

Related:Ahold USA Brands Adding Guiding Stars

The new line joins store brands such as the natural and organic line Nature's Promise, and Etos personal care products.

Earlier this month in a similar import from Hannaford, Ahold brands added Guiding Stars in stores.