Belgian supermarket chain Delhaize is luring in more up-market customers to its expanded ‘Food of the World’ section, featuring exclusive Marks & Spencer products. Other retailers’ private labels are also featured in major Delhaize stores, like those of Spanish El Corte Inglés and Coop Italia.
Exclusive partnership
Seventy new references were selected for the expanded ‘Food of the World’ isle, featuring international delicacies. An exclusive agreement with British retailer Marks & Spencer has resulted in a series of English and Scottish specialities in eighty of the chain’s biggest stores – like shortbread, English Breakfast tea, jam, lemon curd and a Yorkshire pudding mix.
The expansion of Delhaize’s international food range goes beyond Marks & Spencer: a similar agreement with El Corte Inglés allows Delhaize to sell turron de Alicante, picos de Jerez (bread sticks) en pipon tostada (roasted sunflower seeds). Coop Italia introduces certain products of its Fior Fiore private label: pasta sauce with truffle, fettucine with eggs and taralli (dough rings from Apulia) with fennel.
