The "broad customer savings" are set to take effect for all customers this month, said FreshDirect, which was purchased by Belgian-Dutch grocery retailer Ahold Delhaize and private equity firm Centerbridge Partners in January 2021.
While the retailer did not specify how much customers would be able to save on their grocery items, it did note specific product categories that would see a cost reduction, including 250 center of store products from Ahold Delhaize’s private brands, including its Nature’s Promise and Taste of Inspirations lines of products, with several hundred more SKUs in the pipeline.
A pilot test of the new pricing was conducted in different zones across FreshDirect’s delivery area -- which serves the Northeast US region -- for about 20% of its customer base over the summer and due to the great response by shoppers, the online grocer decided to extend the adjusted pricing to 100% of its customers.
“FreshDirect is upping the convenience of one-stop shopping to bring customers great value on center of the store products, while continuing to deliver the best in fresh, speed and ease,” said Scott Crawford, chief merchandising officer, FreshDirect.
“We continue to integrate the stellar resources and expertise of FreshDirect and Ahold Delhaize to super-serve customers, so they can address all of their grocery needs in one purchase.”