Delhaize switches strategy on potatoes

Belgium’s largest food retailer Delhaize says it wants to put potatoes “back in the spotlight” with a complete revamp of its product offer.

According to the company, the reimagined range will no longer centre around varieties but on preparation methods.

It’s a shift in focus aimed apparently at reducing confusion among customers, helping them to cook more quickly, and, offering a “modern and refreshing in-store presentation” that better meets shoppers’ expectations.

Whereas previously customers had to choose between varieties such as Nicola or Charlotte, Delhaize’s potatoes are now presented according to their intended use.

The redesigned section distinguishes between categories like boiling, oven/grilling, fries, and speciality, each one highlighted by a clear color code combined with inspiring food imagery on the packs.

“The classification by preparation method, with distinct colours and a larger image of the dish, makes the choice more intuitive,” commented Elisa Vincke, Vegetable Category Manager at Delhaize.

“Want to make a gratin? You immediately see which potato you need. Health remains an advantage, but now, ease and inspiration are added to it.”

End results

Studies cited by the retailer reportedly show that consumers think primarily in terms of preparation and finished dishes, not potato varieties.

Casual shoppers in particular, it said, lack inspiration and basic knowledge, which often leads to the traditional potato aisle being perceived as boring and difficult to navigate.

The new approach is designed to address this challenge head on, with “clearer segmentation, explicit labelling, and more culinary inspiration in and around the aisle”.

It also aims to be in line with current cooking habits: during the week, the group suggested, people want to cook in 30-40 minutes, which means simple and quick dishes are gaining in popularity. “This category revision makes it easier to quickly choose the right potato.”