Belgian retailer Delhaize intends to enlarge its own value label '365' this year with 100 items to a total of 470 items. The 365 label is Delhaize's response to Aldi and Lidl. It is sold in Delhaize's European stores in Belgium, Luxembourg, Germany, Greece, Czechia and Romania. 365 comprises basic products for every day use and pricing is related to the hard discounters' price levels.
According to Delhaize, 365 accounts for more than three per cent of sales in its domestic market Belgium. Research learns that 69 per cent of the Belgian population knows the label and 66 per cent of the Belgians says to have once purchased a 365 item. The value line 365 was introduced in 2004 and is complementary to Delhaize's home brand of 6,000 items. The Delhaize brand intends to be at par with the quality of national brands, for a price level which is 10 per cent lower.