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Food Lion announced yesterday that it is expanding its "new brand strategy in 269 stores in North Carolina and South Carolina" that it says "is based on customer feedback and continues to position the company for future success." The strategy, the company says, "offers customers lower prices on 6,000 items throughout the store and access to quality store brand products at lower prices, including the company’s my essentials value tier, as well as enhanced produce and an easy and convenient shopping experience, such as faster checkout."

The new brand strategy first launched in the Raleigh and Fayetteville, N.C., markets, as well as Chattanooga, Tenn., in May 2011, and the company announced an additional 268 rebranded stores on March 28, 2012 in Virginia, West Virginia and the outer banks of North Carolina.

"Today’s launch is a pivotal turning point for our company as we have implemented our new strategy in more than 700 stores," says Cathy Green Burns, president of Food Lion. "We are committed to being recognized as a price leader, making our stores easier to shop, offering the greatest value in store brands and providing the freshest produce. We are pleased to bring the strategy to our hometown markets, where we have served Food Lion customers for 55 years."
KC's View:
Tough economy, tough marketplaces, and a real challenge as the Food Lion team looks to reinvigorate the brand. I have nothing but the utmost respect for Cathy Green Burns and her team ... and I am rooting for them.