From June 16, the Lion Delhaize gives birth to the P’tits Lions in order to promote a first wave of 500 basic Delhaize products at competitive prices. In exceptional circumstances, exceptional measures. Delhaize thus took the additional initiative of selecting 500 products that are part of customers’ daily lives to support their purchasing power with price reductions ranging from 5% to 30%.
“In these times of high inflation, we cannot accept certain statistics that demonstrate the risk of consumers turning to lower quality and less healthy products,” said Xavier Piesvaux, CEO of Delhaize. “50% of the shopping basket was already made up of own-brand products. We have noticed that this figure has increased by another 10% in recent months. We therefore want to intensify our efforts on these 500 P’tits Lions, basic Delhaize brand products and be part of the real life of our customers. In no case do we compromise on quality, but we reduce our margins in order to offer better prices to our customers. »
In store, everything will be communicated very clearly for customers thanks to the very recognizable Little Lions, who will indicate which products are concerned. Customers will be able to easily find them with their new little guides. For example, Delhaize pure black spread (400g) at the price of 1.19 euro. A price defying the competition, even the cheapest, ie 2.97 euros/kg, against 3.32 euros/kg for the same product at Colruyt.
“It’s not an announcement effect of a few weeks,” says Xavier Piesvaux. “With these price cuts, we want to minimize the price difference with other supermarkets for the following 500 basic products. In addition, we will continue to focus on what characterizes Delhaize: our wide assortment made up of many healthy, local and high-quality products. »