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Supervalu Transitions Store Brands to Essential Everyday Line

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February 14, 2012

Supervalu is consolidating its varied store brands into a single line under the Essential Everyday private label line, which it launched last year.

Essential Everyday line imageThe move is part of grocery giant’s quest to achieve efficiencies across its varied retail outlets. Gone are the Flavorite, Richfoods and Homelife brands, replaced with the Essential Everyday label.

“We are thrilled to be able to now bring our Essential Everyday line of products to our independent retailers,” said Leon Bergmann, president of Supervalu’s independent business. “Early results have shown that Essential Everyday is performing very well at our 1,100 Supervalu owned stores, and we believe that our independent retailers will see a positive customer response as well.”

Essential Everyday products will be available to the company’s more than 2,000 independent grocery retailers nationwide. The store brand will include more than 2,400 products in the top-selling grocery and home goods categories. The rollout will be completed in early 2013.

The change began last June as Supervalu’s traditional retail stores began to transition from their banner labels to Essential Everyday in the cereal, wholesome snacks, pasta and pasta sauce categories. Supervalu ran extensive consumer testing on the Essential Everyday name and packaging, which yielded very positive results, according to the company. In package design research, Essential Everyday outperformed other store brands on measures of purchase interest, perceived value, premium perception and overall appeal.

The move also provides Supervalu with a single, recognizable brand name that will help create efficiencies in advertising and marketing the products on a national and local scale.

“The addition of our independent grocers truly helps establish Essential Everyday as its own national brand, with a reach to more than 3,000 grocery stores and millions of customers every week,” said Bergmann. “Timing and execution of this transition will occur as new product rollouts are completed and in conjunction with our independent retailer’s specific store needs.”

Supervalu is also expanding its premium offerings with private label products under the Wild Harvest and Culinary Circle labels, as reported earlier this year.

Supervalu banners include Albertsons, Jewel-Osco, ACME, Cub, Shaw’s/Star Market, Shop ‘N Save, Lucky, Shoppers, Farm Fresh, Hornbacher’s and Save-A-Lot.

John Failla imageSBD Views: Smart move by Supervalu to consolidate numerous store brands around one store brand. We think the benefits go far beyond the use of the brand by independents as the elimination of banner specific store brands will cut thousands of redundant SKUs, improve supply chain efficiency and create a platform for consumer marketing of Essential Everyday. -- John Failla for Store Brands Decisions


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