Delhaize Group-owned Food Lion is to launch a new brand strategy in 268 stores throughout Virginia, West Virginia and North Carolina. The new approach includes lower prices on 6,000 items in stores while continuing to offer affordable private-label products.

Food Lion expects to roll out the strategy to between 600 and 700 stores by the end of 2012, following a successful pilot carried out last year in parts of North Carolina and Tennessee.

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