Winterbotham Darby has just launched eight new own-label lines in Albert Heijn in the Netherlands, cementing a new partnership with the Dutch market leader.
The new range was developed with extensive market research and product development relevant to the Dutch market, both here in the UK and in the Netherlands, to ensure the products have the best chance of appealing to Dutch consumers. As part of the product development process, there was a focus on innovating combinations of Dutch-specific foods, such as the green olive mix with Gouda and cumin. Packaging insight provided strong direction, resulting in clear pots and lids, designed to focus the consumer on the intrinsic quality of the product. Each of the products also fall within a new round pricing structure designed to bring simplicity to the range for consumers.
Jeremy May, Commercial Manager responsible for Export at Winterbotham Darby comments: “Albert Heijn has a proud history of being the ‘go to’ retailer for tapas and sharing in the Netherlands, but the category needed a fresh and exciting change of approach to keep ahead of its competitors. We continue to work closely with Albert Heijn to help bring innovation to the category and reinforce their position in the market.”
The new products complement Albert Heijn’s re-launched Borrelgemak tapas range which intends to deliver significant growth in the category by providing the consumer with the highest quality and best value for money in the market.