Ahold Delhaize offers 10 insights on keeping groceries affordable and high quality

August 19, 2026 – Ahold Delhaize BB #:130192 was born 10 years ago this summer, when Dutch retailer Ahold N.V. merged with Belgian Delhaize Group, crossing borders to create a strong, customer-focused food retail group that today serves customers through 17 great local brands across nine countries.

As we celebrate this milestone, we’re asking colleagues across the companies of Ahold Delhaize to share their perspective on 10 topics they’re closest to.

For decades, Ahold Delhaize brands have developed own-brand product lines that are central to the customer experience. Today, own-brand products play an even greater role by helping customers find trusted quality, relevant choices and everyday value, at a time when expectations for affordability, convenience and differentiation matter most.

In the United States, the Ahold Delhaize USA local brands offer a wide range of own-brand products across various price points to meet – and evolve with – customer needs and expectations, all with a focus on quality.

We spoke with Abby Cook, U.S. Senior Vice President of Own Brands, at Ahold Delhaize USA BB #:138251 about how the portfolio has changed, what customers value most and where own brands are headed next.

1. At Ahold Delhaize USA’s local brands, what own-brand offering is most important for building trust and creating a strong first impression with customers?
   “Trust starts with fresh products. In each of the U.S. brands local stores, produce is the first thing customers see and it’s a great introduction to own brands because quality and freshness are immediately clear. Produce gives us a meaningful way to show how own brands can respond to what customers want and need. One example is our Nature’s Promise greenhouse-grown lettuce, which was introduced in response to customers’ growing focus on sustainability and health.”
2. What is one misconception people still have about private labels or own brands?
   “In the past, there was a common misconception that higher quality had to come with a premium price. That perception is changing. Customers have discovered the value of own brands, especially when they see that these products from the local brands can meet their lifestyle needs. The consumer trends we see today center on health, sustainability, convenience and emotional connection, and at Ahold Delhaize USA, our own-brand focus reaches across all of them.”
3. When customers first try own brands during tougher economic times, what convinces them to stay?
   “No one is looking to spend more than they need to, especially when they find a product that delivers on quality and fits into their daily lives. We’ve found that while customers may first try own brands because of economic pressure, they often continue buying them after that pressure has passed. Some may even move from an opening price point to a more premium own-brand tier over time. That means we continually adapt our focus and investment across the portfolio in response to both customer needs and broader economic trends.”
4. What does it take to build own brands that customers actively seek out, not just trade into?
   “Historically, own-brand products were often viewed as an opening price point with acceptable quality. Today, Ahold Delhaize USA’s own brands play a much broader role. They span multiple tiers while maintaining a consistent commitment to quality. Premium offerings have grown especially quickly in recent years in response to customer trends, offering interesting culinary experiences as well as organic and free-from options. A strong quality foundation across every level of the own-brand portfolio is one of the most powerful ways a retailer can influence the customer experience.”
5. Over the past five to 10 years, how has the role of own brands evolved from a value alternative to a strategic growth driver for Ahold Delhaize USA?
   “Compared with 10 years ago, own brands now play a much wider range of roles across the Ahold Delhaize USA brands. Our local brands offer a broad and varied selection of products and experiences, which has helped create a much larger customer base for own brands. The exciting thing is that many of these products have continued to improve over time, so what comes to market is even more consistent, relevant and trusted by customers.”
6. Can you share a recent own-brand innovation that reflects changing customer needs?
   “Over the past decade, customer needs have evolved significantly, driven by different diets, greater awareness of allergies, more attention to ingredients and an underlying focus on health. Our U.S. brands have responded by adapting own-brand products to meet those needs. One recent example is the Taste of Inspirations snacking tomatoes sold at the local Ahold Delhaize USA brands’ stores. They offer a delicious, healthy alternative to traditional snacking options.”
7. In today’s environment, affordability is critical. How do own brands help customers manage their grocery budgets without feeling like they are compromising?
   “After a shopping trip, customers want to feel they made the most of both their money and their time in-store. One way to meet that need is by offering different product tiers and choices, from simple commodities and meal builders to more premium options, all at accessible price points. Offering choice, including an opening price point option, tells customers that you have their best interests in mind.”
8. How does trust in own brands contribute to customer loyalty?
   “Retailer trust and own-brand trust are tightly connected. The quality of one product can influence how customers view other products offered by the same retailer. For example, if a customer discovers that a non-food item is durable and dependable, they may be more likely to explore a food item from the same brand. When customers believe they have a variety of good options, it builds trust in the own brand and strengthens their trust in, and loyalty to, the retailer.”
9. Looking ahead, what will distinguish successful own brands – and where do you see the biggest opportunities?
   “The next generation of own brands in the U.S. will be defined by speed to market, innovation and storytelling. Own brands will need to keep pace with trends, which means retailers will need to innovate more quickly and use faster iteration cycles. The more innovative products you have, the more important it becomes to tell a compelling story, both about the brand and about the product, so customers understand what is available and why it is relevant to them.”
10. How do you see the importance of own brands evolving in the years ahead, particularly as digital and AI shape shopping?
    “Own brands have been a priority for many years in the U.S., and we still have tremendous opportunities to keep growing. In fact, with generative AI and more agentic shopping, own brands become an even more important lever, because they can only be purchased at each of Ahold Delhaize USA local brands’ stores. As purchasing channels evolve, own brands will become even more crucial to customer retention. This provides us with exciting growth opportunities for the future.”

This article is part of a 10-part series celebrating 10 years of Ahold Delhaize. For a decade, Ahold Delhaize brands have been trusted partners in millions of customers’ daily moments, operating at the heart of local communities. We’ve built a strong foundation in those 10 years – but this is only the beginning. In this series, we look back at where we came from and forward to the future, through the eyes of the people who are making it all happen.