{"id":150563,"date":"2026-06-24T10:02:45","date_gmt":"2026-06-24T08:02:45","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=150563"},"modified":"2026-06-24T10:14:02","modified_gmt":"2026-06-24T08:14:02","slug":"delhaize-distribue-un-million-de-pains-gratuits-en-reagissant-sur-colruyt","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/delhaize-distribue-un-million-de-pains-gratuits-en-reagissant-sur-colruyt\/","title":{"rendered":"Delhaize distribue un million de pains gratuits en r\u00e9agissant sur Colruyt"},"content":{"rendered":"\n<p><strong>Delhaize <\/strong>r\u00e9agit \u00e0 l&rsquo;expansion de la boulangerie chaude chez <strong>Colruyt <\/strong>en lan\u00e7ant<strong> <\/strong>sa propre offensive dans le domaine de la boulangerie. La cha\u00eene de supermarch\u00e9s d\u00e9ploie des concepts de boulangerie repens\u00e9s dans plus de 150 magasins et distribue un million de pains gratuits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le supermarch\u00e9, destination boulangerie<\/h2>\n\n\n\n<p>Delhaize souhaite se positionner clairement comme la destination de choix pour la boulangerie dans le commerce de d\u00e9tail belge. La cha\u00eene acc\u00e9l\u00e8re donc la transformation de son rayon boulangerie. Le distributeur investit dans de nouveaux concepts de magasin, des m\u00e9thodes de production plus artisanales et un assortiment plus large.<\/p>\n\n\n\n<p>\u00ab Notre ambition est claire : nous voulons \u00eatre la r\u00e9f\u00e9rence en mati\u00e8re de produits de boulangerie dans le commerce de d\u00e9tail belge. En investissant dans la qualit\u00e9, la fra\u00eecheur et l\u2019exp\u00e9rience client, nous allions le meilleur de la boulangerie traditionnelle \u00e0 la commodit\u00e9 du supermarch\u00e9 \u00bb, explique Ellen Humbeeck, responsable de la gestion des cat\u00e9gories de boulangerie chez Delhaize.<\/p>\n\n\n\n<p>Delhaize mise sur des espaces de vente plus attrayants, inspir\u00e9s des boulangeries artisanales, en accordant davantage d\u2019importance \u00e0 la pr\u00e9sentation, \u00e0 la fra\u00eecheur et \u00e0 l\u2019exp\u00e9rience client. Ces nouveaux concepts ont d\u00e9j\u00e0 \u00e9t\u00e9 d\u00e9ploy\u00e9s dans plus de 150 magasins en Belgique et au Luxembourg.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une gamme \u00e9largie<\/h2>\n\n\n\n<p>L\u2019assortiment s\u2019\u00e9largit parall\u00e8lement. Outre les pains classiques, l\u2019offre s\u2019enrichit de variantes compl\u00e8tes et riches en fibres, de produits riches en prot\u00e9ines, de sp\u00e9cialit\u00e9s sucr\u00e9es et sal\u00e9es, d\u2019en-cas et de produits \u00e0 emporter. Delhaize souhaite ainsi r\u00e9pondre \u00e0 diff\u00e9rents moments de consommation, du petit-d\u00e9jeuner \u00e0 la pause d\u00e9jeuner, en passant par l\u2019en-cas rapide et les achats du dimanche.<\/p>\n\n\n\n<p>La production fait \u00e9galement l\u2019objet de changements. Delhaize introduit ainsi des armoires de levage, qui permettent aux \u00e9quipes en magasin de travailler avec de la p\u00e2te fra\u00eechement pr\u00e9par\u00e9e, notamment pour les pistolets et les baguettes. Ces produits peuvent lever sur place, puis \u00eatre cuits en magasin. Selon la cha\u00eene, cela devrait garantir une fra\u00eecheur accrue et une exp\u00e9rience de boulangerie plus authentique.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une r\u00e9ponse \u00e0 Colruyt ?<\/h2>\n\n\n\n<p>Pour renforcer sa nouvelle strat\u00e9gie boulang\u00e8re, Delhaize lance une campagne nationale. Du 23 juin au 1er juillet inclus, le distributeur distribuera un million de sacs \u00e0 pain dans toute la Belgique. Chaque sac \u00e0 pain donne droit \u00e0 un pain gratuit dans un magasin Delhaize.<\/p>\n\n\n\n<p>Le timing ne semble pas fortuit : d\u00e9but juin, Colruyt a annonc\u00e9 qu\u2019il \u00e9tendait son <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-etend-son-concept-de-boulangerie-patisserie-a-dix-magasins-supplementaires\/\" type=\"link\" id=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-etend-son-concept-de-boulangerie-patisserie-a-dix-magasins-supplementaires\/\">concept de boulangerie-p\u00e2tisserie \u00e0 dix magasins suppl\u00e9mentaires<\/a>. Depuis l\u2019automne 2025, le discounter testait une offre boulang\u00e8re am\u00e9lior\u00e9e comprenant notamment du pain frais, des baguettes, des viennoiseries et des en-cas sal\u00e9s. Ce concept s\u2019av\u00e8re \u00eatre un succ\u00e8s : dans les magasins o\u00f9 Colruyt a \u00e9largi son assortiment de pains, plus d\u2019un client sur trois ach\u00e8te un produit de la nouvelle gamme.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Delhaize r\u00e9agit \u00e0 l&rsquo;expansion de la \u00ab boulangerie chaude \u00bb chez Colruyt en lan\u00e7ant sa propre offensive dans le domaine de la boulangerie. La cha\u00eene de supermarch\u00e9s d\u00e9ploie de nouveaux concepts de boulangerie dans plus de 150 magasins et distribue un million de pains gratuits pour faire d\u00e9couvrir cette offre aux consommateurs. <\/p>\n","protected":false},"author":5,"featured_media":150564,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[],"company":[201,196],"topic":[340],"region":[226],"class_list":{"0":"post-150563","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"company-colruyt","10":"company-delhaize","11":"topic-concept-de-magasin","12":"region-belgique"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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