Meijer to Debut Private Label Budget Line

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September 27, 2011

Grand Rapids, Mich.-based Meijer plans to use a new value-priced private label line to keep shoppers in their stores when making selections based solely on price.

Speaking at the Food Marketing Institute's Private Brands Summit in Chicago this week, Ralph Fischer, group vice president, foods merchandising, said the chain was introducing more opening price point items to keep customers from going elsewhere looking for value.

Private label serves as way to differentiate from the competition, said Fischer. Even so, many shoppers are buying select items only on price and leaving Meijer stores to do it. The new product line is meant to serve those customers.

Meijer has formed a new product development team and a new sourcing group for private label, and has opened an innovation center to help develop more unique private label offerings, Fischer said.

The privately-owned discount and supercenter operator sells store brands under the Meijer, Markets of Meijer, Meijer Organics and Meijer Naturals labels.

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