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Supervalu to roll out new private-label brand to independent grocer base

BY Michael Johnsen

LAS VEGAS — Supervalu on Monday announced that its new Essential Everyday private-label brand — to include more than 2,400 products by early 2013 — now is available in select independent retail locations.

“Early results have shown that Essential Everyday is performing very well at our 1,100 Supervalu-owned stores, and we believe that our independent retailers will see a positive customer response as well," stated Leon Bergmann, president of Supervalu’s independent business.

As part of the rollout, Supervalu will replace its current brands Flavorite, RichFoods and Homelife, with products in the Essential Everyday line.

Since June 2011, Superval’s traditional retail stores have been transitioning from their banner labels to Essential Everyday in the cereal, wholesome snacks, pasta and pasta sauce categories. Supervalu has run extensive consumer testing on the Essential Everyday name and packaging which returned very positive results. In package design research, Essential Everyday outperformed other store brands on measures of purchase interest, perceived value, premium perception and overall appeal. In addition, the change provides Supervalu with a single, recognizable brand name that will help create efficiencies in advertising and marketing the products on a national and local scale.

“The addition of our independent grocers truly helps establish Essential Everyday as its own national brand, with a reach to more than 3,000 grocery stores and millions of customers every week,” Bergmann said. “Timing and execution of this transition will occur as new product rollouts are completed and in conjunction with our independent retailer’s specific store needs.”

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Febreze teams up with Macaroni Kid, Operation Gratitude

BY Allison Cerra

CINCINNATI — Febreze has partnered with Macaroni Kid and Operation Gratitude to send 60,000 Febreze Set & Refresh products to U.S. Military Service members this Valentine’s Day.

Febreze’s partnership with Macaroni Kid and Operation Gratitude is an extension of Febreze’s Breathe Happy campaign, which highlights how Febreze products can transform the air so anyone can "breathe happy."

“Valentine’s Day is a great time to show our nation’s troops and their families our appreciation by helping them breathe happy wherever they may be,” Febreze external relations manager Jeff Pierce said. “We hope that these care packages and products bring comfort to those serving overseas and encourage all Febreze fans to visit the Facebook page to participate through a virtual donation to the troops.”

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Kraft MilkBite milk and granola bars introduced at retail

BY Allison Cerra

GLENVIEW, Ill. — Kraft Foods is bringing a new snack to the refrigerated dairy aisle.

New Kraft MilkBite milk and granola bars combine milk with whole grain granola and other ingredients, such as fruit or roasted nuts, while providing the same calcium as an 8-oz. glass of milk, the company said. The bars are available in five flavors, including chocolate, strawberry, peanut butter, oatmeal raisin and mixed berry, for a suggested retail price of $3.49.

"With MilkBite, we saw an opportunity to change the status quo and introduce milk into snacking in a whole new way," Kraft MilkBite senior brand manager Michelle Lorge said. "By combining real milk and other wholesome ingredients, we designed MilkBite to help satisfy the demand for snack options that are better for you and also taste great."

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