Dutch grocer Ahold has unveiled a fresh design for its Giant-Landover and Stop & Shop fascias as part of a wider push to reinvigorate the struggling chains.

The revamp, which includes new logos, will be rolled out in the US from this week in an effort to enhance the shopping experience.

Ahold chief executive John Rishton said the move was a further step towards creating strong local brands. “These new initiatives are an important part of the Value Improvement Program underway at Stop & Shop and Giant-Landover.”

The chains will also introduce a prepared foods offer, an expanded private label selection, new technology and revamped web sites.
Planet Retail global research director Bryan Roberts said: “Both chains have already been investing in their offer and pricing as they have been up against stiff local competition.”

Sales have improved following the Value Improvement Program, with second quarter net sales for both chains up 1.7 per cent to US$4 billion (£2.17 billion). Like-for-like sales were up 2.4 per cent at Shop & Stop in the period to July 13, but down 1.4 per cent at Giant-Landover.