Albert Heijn expands its organic range with the launch of new own brand with new, fresh packaging

Zaandam, the Netherlands, 2015-1-12 — /EPR Retail News/ — Starting today, Albert Heijn is making it easier for more customers to choose organic products by launching AH Biologisch (AH Organic): a new own brand with new, fresh packaging. In addition, they are considerably expanding and highlighting their organic range. The newly branded products will start to make their way onto store shelves this week.

Recent research* shows that more and more Dutch are choosing organic products. Almost three-quarters of Dutch households buy organic, and indicate that they will choose organic even more often in the future. Organic is more than a label for them — it is a healthy way of living and eating that they can feel good about.

In 1998, Albert Heijn was the first supermarket in the Netherlands to introduce organic products to more customers through an organic own brand. Thanks to the course that began seventeen years ago, today Albert Heijn sells the most sustainable products of all mainstream supermarkets in the Netherlands.** This course continues with the introduction of the new brand AH Biologisch and the expansion of the company’s organic range, which will continue further in the course of 2015.

More attention to organic

One in three households indicated they want to choose organic products.* Placing more attention on these products and having more clearly recognizable packaging helps them to do this. The new AH Biologisch packaging and green shelf cards will make organic products easier to find in the store. The products will also get more attention in the AH Allerhande magazine and Albert Heijn’s Bonus Folder. With the focus on AH Biologisch, Albert Heijn says goodbye to the AH puur&eerlijk (AH pure & honest) brand. Naturally, the current wide range of fairtrade, ecological and free-range products and sustainable fish will remain available at Albert Heijn, and can be identified by the independent label on the packaging of its own-brand products.

Read more about AH Biologisch on (in Dutch only)

*Research TNS NIPO December 2014
**Research: Consumentenbond “Superverantwoord” October 2014