The organic market is small in the Czech Republic, but expanding fast,” explains Sona Kontúrová, Corporate Brand Manager, Ahold Czech Republic.
“In fact, over the past two to three years, it has been the largest growing category. So far, we’ve introduced 19 Albert Bio products – eleven dry and eight fresh. In January, we are launching more of them including Bio meats, unique to us in the Czech Republic.”
Albert – which has benefitted from the experience that other Ahold operating companies have had with private label, particularly Albert Heijn – plans to add about 80 more products in the next year, bringing the total up to 100 SKUs.
Excellent response
Albert Excellent is growing fast, as well. By the end of November 2008, already 45 products were in the stores: 3 dry and 42 fresh.
“We see Albert Excellent as a key differentiator for us, especially in fresh products like specialty meats and cheeses,” explains Sona.
Albert Excellent aims to provide customers with the best private label products available. Its Belgian chocolates and basmati and jasmine rice are already proving popular, and they will be joined by many more dry products next year – coffee, pet food, snacks, and confectionery, to name a few categories.
In particular, Albert introduced a special deli catalogue for the Christmas season and will do so again for Easter, which will focus on the fresh PL products. Sona says that will be a great vehicle for building awareness and further increasing sales.