Product and Packaging News from the Private Brand Movement Event

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October 5, 2010

Walmart talked packaging and color while Family Dollar presented its private label expansion plans. These are just a few of the presentations at last week’s Private Brand Movement conference.

Walmart’s Michael Ellgass, senior director of grocery marketing, presented the company’s second generation of Great Value packaging, which includes new colors and enhanced graphics. Panel colors and enhanced food photography have livened up the retailer’s stark blue and white packaging. "We've let the food be the hero," Ellgass told attendees.

After researching consumer reaction to predominantly white food packaging, Family Dollar discovered that consumers equated white with generic and cheap products. They wanted something bright, warm and inviting, and that says 'family,'" said Mary Rachide, division vice president of private brands for Family Dollar.

In other Family Dollar news, the chain announced at the event that it plans to expand its Family Gourmet private label line with 70 new items in January.

Read These Related Articles:

• Sainsbury's Reduces Milk Packaging by 75 Percent
• Fresh & Easy Expands Private Label Line for Kids
• Private Label Manufacturers Concerned About Front-of-Pack Labeling
• Safeway's Custom Ice Cream Packaging Yields Shelf Pop and Savings
• Whole Foods Expands Green Packaging, Beginning With Private Label

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