Delhaize US will launch “My Essentials,” a new private brand targeted to beat competitors' branded products and prices. The new products not only have lower sodium and sugar, and are trans-fat free, but they are tested to beat competitors’ taste as well as performance. The private brand will also include nutritional labeling on the front of the packaging. Shoppers will be offered a double-money-back guarantee if they don’t like the products.

 “My Essentials” line will be offered at Hannaford, Food Lion, Harvey’s, Bloom and Sweetbay banners. The retailer will offer 500 new private label items by June 2011.