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Bottom Dollar Food Opens First Three Washington-Area Stores in Fredericksburg

June 13, 2006

FREDERICKSBURG, VA. - Food Lion LLC's newest brand, Bottom Dollar Food, opens three stores in Fredericksburg, Va., on Wednesday, June 14.

The stores, the first three of 14 Food Lion stores to undergo a transformation to become Bottom Dollar Food, are full-shop discount grocery stores that deliver everyday best prices. Locations for the stores are 205 Kings Highway, 10611 Courthouse Road and 515 Jefferson Davis Highway.

In a strategy that redefines discount shopping, Bottom Dollar Food offers shoppers both national brands and private-label products, in addition to fresh produce and quality meats at discount prices, all in a lighthearted shopping atmosphere.

Bottom Dollar Food stores are decorated using bright orange and lime green, and store employees wear uniforms in the same colors. The bright, cheerful stores also have humorous signs posted that read, "Food prices that kick bottom," and "Watch your step you might trip on the low prices."

Recognizing that shoppers are interested in getting the most for their grocery dollars through a price, quality and selection equation, Bottom Dollar Food hits all of those marks.

"We have been able to streamline how we manage, order, stock and display our inventory because we have focused our selection of fresh food and groceries on the items customers most often choose," said Bottom Dollar Food Director Tom Anderson. "Changes such as no-frills fixtures, alternative display and stocking techniques, as well as having customers bag their own groceries, let us leverage these changes and pass savings on to customers."

"Consumer response to the other Bottom Dollar Food stores has been very good," said Anderson. "Customers love the concept, and they are pleased that our shelves have six times more products than your typical discount grocers."

Another way Bottom Dollar Food differs from other discounters is that stores have butchers on site to assist customers with choice cuts. In addition, they also will offer a localized assortment to make sure customers' needs for Hispanic, Asian or other regional items are addressed.

Some of the best deals in the stores come with the chance to pick up hot deals on market overruns on a "while-supplies-last-basis" and the "Bottom Bargains" area in the center of the store, which offers great general merchandise products at exceptional retail prices. "Bottom Bargains are like a treasure hunt for exciting, ever-changing products," said Anderson.

Best prices are guaranteed to members through a membership card program. The lifetime membership is only $5, which is offset by a $5 coupon for customers to use at their next visit.

Eleven more stores are slated to open by summer's end, with locations in Woodbridge, Alexandria, Dumfries, Sterling, Manassas and Chantilly, Va., as well as Frederick, Laurel and Gaithersburg, Md.

"We have the chance to reach out to the price-conscious consumer looking for a pleasing, convenient shopping experience for everyday grocery needs," said Anderson.

Bottom Dollar Food, a concept from Food Lion LLC, is a discount grocer offering approximately 6,500 different products, which include national brands, fresh produce and quality meats. The stores debuted in High Point, N.C., in September 2005, and North Carolina now has three other locations.

Food Lion LLC is a subsidiary of Brussels-based Delhaize Group (NYSE: DEG). Food Lion LLC operates more than 1,200 supermarkets, either directly or through affiliated entities, under the names of Food Lion, Bloom, Bottom Dollar Food, Harveys and Reid's. These stores meet local customer needs and preferences for the freshest and best quality products. Food Lion LLC employs approximately 73,000 associates in 11 Southeast and Mid-Atlantic states.

Contact:Kimberly Blackburn (704) 633-8250, Ext. 2858