Carrying the European biokeurmerk, Albert Heijn's new AH Biologisch organic range may be further expanded to 500 products if successful. The new private-label range is part of the Dutch grocer's programme to grow and promote its organic products.
The supermarkert has introduced new packaging and shelf cards to make the organic products more prominent to shoppers in-stores.
In line with the new brand launch, the Dutch retailer will end sales of its AH puur & eerlijk brand.
The retailer's current range of Fairtrade, eco and free-range products, along with its sustainable fish range, will still be available to its customers and is identifiable by separate packaging.
@ 2015 ESM - European Supermarket Magazine
ADVERTISEMENT
