Giant Foods Rebrands Private Label Lines

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June 7, 2011

Giant Food Stores is rebranding its wide-ranging private label line of products and giving packaging a design makeover.

The Royal Ahold banners of Giant and Martin’s Food Markets, know as Giant-Carlisle, plan to rebrand and redesign packaging for more than 2,000 products, which are expected to appear on stores shelves by the end of the year.

The company is rebranding its line to become consistent with sister companies Stop & Shop and Giant-Landover divisions, which in 2008 adopted the new logo (see image at left).

“We are changing our packaging to this great new look for all of our Giant and Martin’s own brand products to signal that we have improved the quality of our products,” Jeff Beaulieu, vice president of sales and merchandising for Giant-Carlisle, said in a statement. “More than 250,000 customers have tested the quality of our own brand of products and hundreds of items have been reformulated to improve upon taste and quality as a result of this consumer feedback. Our consumers can buy with confidence as our new design reflects a great product with unsurpassed value.”

Although the grocer is changing its private label brand and imaging, it apparently does not plan to change its store banner logos at this time, according to a company spokesman.

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