Food Lion Brand Stategy

Food Lion is recently decided to increase it's private brand strategy.  The strategy consists of a three tiered approach that includes value, national brand equivalent and premium brands.  Food Lion will compete by aggressively pricing their products against other major labels.  They will be giving consumers a product that exceeds in quality compared to the major label their competing against.  The goal is to increase their own brand recognition and capture a higher percentage of the market.  These targeted products are items that are highly consumed and have the greatest potential for sales.  The brand names you will see are Natures Place, Healthy Accents and Taste of Inspiration.  Natures Place will be aimed at natural and organic foods.  Health Accents will be consisting of health and beuty products.  Taste of Inspirations will be all consumables that are not organic or natural.  This new brand strategy is tying back into the overall strategy of competing against Wal-Mart their biggest competitor.