Sam's Club Rolls Out Three New Private Label Brands

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June 7, 2011

Sam's Club is rolling out three new store brands to attract more customers to its expanded grocery and food offerings.

The warehouse club, owned by Walmart, is launching deli and bakery line Artisan Fresh; Simply Right, which includes health and beauty care products as well as pet care and baby care; and Daily Chef, a line of specialty foods.

The store brands will be available in the chain’s 600-stores by the end of October, and in some cases will replace the warehouse clubs Members Mark private label, according to an Associated Press report. However, the company web site indicates that the warehouse club will continue to offer its existing proprietary brands including Member’s Mark, Bakers & Chefs and Sophyto, as well as spirits brands Calle Azul and Rue 33.

For the past five quarters, Sam’s Club has enjoyed increased sales and hopes that its expanded private label strategy will further fuel that momentum, according to reports.

Artisan Fresh products – “with ‘made-from-scratch’ goodness” -- include deli and bakery items, take and bake pizzas and fresh prepared meals, according to the Sam’s Club web site. Featured products include All Natural Spinach and Three-Cheese Ravioli, All Natural Spinach and Asiago Cheese Chicken Sausage, Triple Chocolate Bundt Cake and All Natural Sliced Bagels.

“The introduction of these brands marks a significant step forward in providing members superior value as each brand was developed to deliver product benefits and quality in a category relevant way,” Sam’s Club said on its web site.

The Daily Chef brand includes “a wide range of top quality products, such as savory seafood and imported olive oil,” as well as colossal easy-peel shrimp, Dried Montmorency Tart Cherries sweetened with Fair Trade certified sugar, organic whole bean coffee and lump meat crab cakes.

All products in the Simply Right line “are clinically developed and tested to support the well-being of your household members,” according to the web site, and include products such as triple strength fish oil supplements, hand sanitizer, premium diapers and baby wipes, and dog food.

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