Delhaize gives away 1 million loaves to promote new bakery range
Delhaize is giving away 1 million free loaves of bread to showcase its revamped bakery range, the supermarket chain has announced.
The chain’s bakery section has a new look and expanded range to include new types of loaves. Proving cabinets will allow fresh dough for rolls and baguettes to prove in-store.
Over the coming days, Delhaize is launching a campaign in which it will distribute 1 million bread bags to letterboxes across the country. Each bag entitles the holder to a free loaf.
Various supermarkets have recently been upgrading their bakery departments. Colruyt is trialling a more extensive range in some of its shops, including baguettes and pastries. Other chains, including Carrefour and Okay, have organised promotions on Sundays.
Meanwhile, the number of artisan bakers who bake on the premises has been on a downward trend for some time. According to the Bakkers Vlaanderen federation, they are unlikely to be too badly affected by Delhaize’s initiative.
“Supermarkets use their bakeries as a lure to attract customers to their shops,” says chair Eddy van Damme. “However, I think most consumers have already made up their minds: someone who is used to their regular baker might try the free bread or feed it to the chickens, but they won’t leave their baker for it.”
Shoppers at Delhaize in Anderlecht, Brussels, January 2026 © BELGA PHOTO ERIC LALMAND
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