Belgium-based food retailer Delhaize Group is planning to expand its business by opening 40 stores and testing new formats and concepts in 2018.

As part of its reinvented strategy, the company will also renovate 90 of its 760 stores this year.

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The company has taken this decision following positive Q1 results, including a 5% increase in net sales, as well as a 4.1% increase in comparable sales.

Delhaize Group brand president Xavier Piesvaux said: “We have everything we need to be the preferred retailer in Belgium.

“We are changing on several fronts, including a renewed positioning for the brand building on historical strengths, opening or refurbishing stores, focusing on quality, taste, health and convenience, and responding even better to customer needs.”

The retailer has also planned to focus on ‘associate engagement and professional development’ with an aim to help its 32,000 integrated and affiliated associates to deliver a better service to customers.

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“The new strategy defines the company’s plans to offer healthier food options to its five million weekly customers by reducing sugar, fat and salt content.”

Starting this year, the company introduced its new strategy with a multimedia campaign that includes advertising, in-store marketing, social media posts and interviews with the company’s brand president Xavier. It has been created based on inputs from customers.

The new strategy defines the company’s plans to offer healthier food options to its five million weekly customers by reducing sugar, fat and salt content across its own-brand products such as yoghurt, lasagna, cereals, and ice cream.

Xavier added: “Our ambition is to create a seamless omnichannel journey by providing the best locations along with the proper digital tools and platforms to meet customers’ evolving needs, whether they are shopping in our stores or ordering food products online for pick-up or home delivery.”

As part of the new strategy, the company has also introduced Nutriscore labelling system to show the products’ nutritional quality and help customers make informed decisions.