SuperValu launches Wild Harvest line of organic foods
MINNEAPOLIS Supervalu, the nation’s ninth-largest retailer, announced Wednesday it will debut a private brand of organic foods this month with approximately 150 items, and Wild Harvest will grow long-term to include 250 to 300 items.
“Now, the entire family meal can be organic—at a lower cost—from products conveniently available at a local Supervalu-owned supermarket,” said Wild Harvest brand manager Adam Graham. The selection will range from meat, dairy and produce to sauces, snacks and juice, and be priced about 15 percent lowered than branded organic and natural products.
The chain noted that Wild Harvest is “the first major brand initiative for Supervalu since the company’s acquisition of select Albertsons properties in June 2006.”
“Significant research and consumer insights went into the development of the brand,” said Duncan MacNaughton, executive vice president, merchandising and marketing. This included an opportunity study last year by ACNielsen.
The company said all claims for Wild Harvest’s organic and natural content have been authenticated by the U.S. Department of Agriculture audits and/or by USDA-certified organic certification agencies. In addition, Supervalu weighted its supplier selection in favor of farmers and manufacturers who use sustainable methods and practice conservation. The brand identity incorporates an image of the sun to convey warmth, energy and growth.
An integrated marketing campaign for Wild Harvest will launch on April 13, with the theme “Organify Your World.” In addition to print, TV, radio and online advertisements, Supervalu will use direct mail to promote the Wild Harvest line of products.
Beauty.com to take part in Kaboodle’s Brand Program
SUNNYVALE, Calif. Kaboodle, a fast-growing online social shopping community where people discover, recommend and share products, announced Tuesday that it will create brand profiles and enable retail partners to claim and manage their profiles on Kaboodle, including drugstore.com’s Beauty.com site.
“We are excited to take part in Kaboodle’s Brand Program, where we see a unique opportunity to engage with the Kaboodle community through our drugstore.com and Beauty.com brand profile on Kaboodle,” stated drugstore.com chief marketing officer David Lonczak. “In addition, we will soon incorporate the ‘Add to Kaboodle’ button next to products on Beauty.com, and plan to do the same on drugstore.com in the near future, making it even easier for products to be added to personal Kaboodle pages,” he said. “Our brands’ profiles on Kaboodle will simplify the process of drawing valuable insight from our customer interactions, and will afford us the chance to engage with the Kaboodle shopping community to further our brand loyalty among their users as we reach out to the brand savvy consumer.”
Kaboodle’s Brand Program is designed to help retailers and brands build awareness within the Kaboodle community, enhance relationships with customers, and take advantage of unique merchandising and sales opportunities. Kaboodle’s program includes advertising and affiliate opportunities, contests and giveaways within the Kaboodle community, “Add to Kaboodle” buttons which can be syndicated to partners’ online stores, and now brand profiles in Kaboodle.
Kaboodle has more than six million monthly unique visitors and more than 500,000 registered users who have added three million online products to the site.
European market regulators give OK to Coors, Miller merger
LONDON and DENVER, Colo. In the spirits market, the European Commission has given two formerly rival beer brands the go-ahead to marry.
The European Commission yesterday approved a proposed merger between the Coors Brewing Company of Colorado and the U.S. and Puerto Rican operations of Miller Brewing Co. of Milwaukee. The new company will be called MillerCoors.
The media has reported that the EC waved the green flag after finding no competitive concerns in Europe.
Parent companies of Coors and Miller, Molson Coors Brewing Company of Denver, Colo., and SABMiller of London, agreed last October to merge operations of Coors and Miller. The merger completed a plan to better compete with Anheuser-Busch Cos. Inc. of St. Louis, Mo.