Stop & Shop Shows Off New Store Brand Look

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January 24, 2012

Stop & Shop is re-introducing its Guaranteed Value product line with a new look and new products all at entry-level pricing.

The budget friendly line now sports a more streamlined and frill-free look. The former Guaranteed Value yellow, blue and red packaging has been replaced with a bright orange and white design that highlights the value offered with each product, making Guaranteed Value products easy-to-find on the shelf.

"With rising food and gas prices, customers are seeking more savings than ever and our Guaranteed Value products offer customers the ability to save on many of the items they need at prices family budgets demand," said Suzi Robinson, spokesperson for Stop & Shop. "Stretching budget dollars is quick and simple … just look for the orange and white package.”

All of the approximately 200 Guaranteed Value products have been quality tested and Stop & Shop will be continuously adding new items throughout the store. Products are priced at 20 to 25 percent less than the national brand counterparts, and more than 60 percent of the line is sold for $2 or less.

Guaranteed Value items will be found in most product categories including dairy, meat and produce and extends to cereal, snack foods, spaghetti sauce, canned vegetables and ice cream. Household items include laundry detergent, paper towels, cutlery and trash bags and health and beauty care products such as toothbrushes and body wash are available. There is also a Guaranteed Value store brand dog and cat food, treats and litter.

In November Stop & Shop opened a new format in Chelmsford, Mass., with an intensified focus on private label and expanded selection of store brand products. The new, 72,000-square-foot store is the first of its kind for Stop & Shop and boasts new amenities including an in-store nutritionist, a supervised child play area, curbside pick-up and innovative in-store shopping tools.

It also offers an expanded assortment of products throughout each department. Stop & Shop’s additional store brands -- Care One, Cottontails, Companion, Guaranteed Value, and Simply Enjoy -- have expanded to 4,000 SKUs including the newly redesigned Guaranteed Value line.

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