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Delhaize-owned Food Lion has launched what it is calling a “new brand strategy” in 268 stores in Virginia, West Virginia and North Carolina.

According to the company, “These markets are the first stores in 2012 to unveil the new strategy, which is based on customer feedback and continues to position the company for future success ... Food Lion's new brand strategy offers customers lower prices on 6,000 items throughout the store and access to quality store brand products at lower prices, including the company's ‘my essentials’ value tier, as well as fresh produce and an easy and convenient shopping experience.”

"We invite customers to visit their local Food Lion, where they will experience firsthand the enhancements we have made in our stores," said Cathy Green Burns, president of Food Lion.  "As part of our new strategy, we are committed to being recognized as a price leader, making our stores easier to shop, offering the greatest value in store brands and providing fresh produce.  We believe our new brand strategy enables us to better serve our customers in these markets." 

To celebrate the launch, Food Lion is holding grand opening festivities at all of the 268 stores, including providing the first 200 customers at each location a bag of free groceries on March 28.  In addition, the company plans to donate $50,000 in store brand food products to local charities, including $20,000 to Operation Homefront Hampton Roads, $10,000 to the Blue Ridge Area Food Bank, $10,000 to Feeding America Southwest Virginia and $10,000 to FeedMore. 
KC's View:
Food Lion seems very, very focused on re-establishing its value leadership in its markets ... and since I think Cathy Green Burns is one of the smartest and nicest people in the business, I have nothing but good wishes for them.