Food Lion Cuts Promotions, Cites Pricing Progress

Food Lion Cuts Promotions, Cites Pricing Progress

“We want to change the mix of how we present ourselves with prices, with a reduced mix of promotions to increase the more competitive everyday shelf prices across the whole assortment.” — Pierre-Olivier Beckers, president and CEO, Delhaize

BRUSSELS — Food Lion has begun to bolster its price competitiveness by reducing the volume of promotions in favor of more competitive everyday shelf pricing, officials said.

The program, meant to defend the price positioning achieved during the rebranding initiative at Food Lion stores, began recently in frozen and dairy categories at rebranded Food Lion stores. Officials said the company intends to expand the program to additional categories in coming month

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