Delhaize to Introduce 'My Essentials'

JULIE GALLAGHER

TAMPA, Fla. — Delhaize America is gearing up to launch the “My Essentials” line at its Hannaford, Food Lion, Harvey’s, Bloom and Sweetbay banners.

The corporate brand will encompass over 500 staple items priced comparably to private labels at Wal-Mart, Target and Aldi, Sweetbay spokeswoman Nicole LeBeau, told SN.

Items in the line are free of trans fat with limits on sugar and sodium. A front-of-pack label calling out fat and calories on My Essentials will supplement the Guiding Stars nutrition rating system.

“This is a continuation of our Guiding Stars system to help consumers make nutritious choices,” LeBeau said.

Products will begin trickling in to stores by the end of April, with a full rollout completed by June.