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Ahold Delhaize USA creates unit for e-commerce, digital initiatives

Ahold Delhaize USA, a division of Dutch supermarket operator Koninklijke Ahold Delhaize NV, said May 22 that it created a new company called Peapod Digital Labs to drive its e-commerce and digital strategies.

Peapod Digital Labs will focus on developing personalization capabilities and customer experiences for Ahold Delhaize's food retail brands in the U.S., which include supermarket chains Food Lion, Stop & Shop, Giant, Hannaford and Giant/Martin's along with online grocer Peapod. An additional function for the new entity will be overseeing Chicago-based Peapod.

J.J. Fleeman was appointed president of Peapod Digital Labs as well as chief e-commerce officer of Ahold Delhaize USA. Fleeman most recently served as an executive vice president for Ahold Delhaize USA's support company Retail Business Services.

Ahold Delhaize USA said it will be building out Peapod Digital Labs in the coming months, and expects full operations to commence by year-end.