Grocers Get Healthy With Store Brands

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February 21, 2012

Wegmans has been systematically reviewing and reformulating it store brands to make products healthier and recently provided an update on its progress.

“We’re making good on a resolution created in January 2011, taking a systematic approach to making Wegmans Brand products ever better,” writes Mary Ellen Burris, Wegmans senior vice president of consumer affairs on her blog at Wegmans.com. “We wanted to step back and conduct a methodical review of products, category by category.”

The retailer is looking to reduce sodium levels, increase the inclusion of whole grains, remove partially hydrogenated fats and high fructose corn syrup (HFCS), minimize sugar where possible and find alternative suppliers to those from China.

There are 245 items evaluated and reformulated so far, said Burris. Nearly 50 have lower sodium, including beef and chicken broth and ready-to-eat canned soups (Minestrone, Italian Wedding, Chicken Noodle and Clam Chowder). Other soups are being worked on.

Asian Sauces have lower sodium and are now made gluten-free, vegan and Kosher. Raisin bran and crunchy raisin bran have less sodium as well as more fiber and iron, and HFCS has been removed. Thin wheat crackers got a face-lift with less sodium, more whole grains and removal of HFCS. Honey graham and cinnamon graham crackers have less sodium, more whole grains and inner packs re-oriented to reduce breakage. Potato chips are now gluten-free.

Wegmans is still working on, but has not yet released:

• 15 traditional salad dressing with reduced sodium;
• Corn squares and corn flake cereals with reduced sodium (corn squares will also be gluten-free);
• Instant oatmeal with reduced sodium and sugar; and
• Blueberry waffles with blueberries.

Vegetarian PL
Meanwhile across the Atlantic Ocean, U.K retailer Morrisons adds a vegetarian extension to its M Kitchen store brands selection, making it the first time that the grocer sells a private label vegetarian line.

The M Kitchen brand encompasses a variety of meal types including:

• The Bistro range of restaurant style meals;
• Dishes created by well know chefs expressly for the Morrison’s M Kitchen brand;
• Frozen meals; 
• Sharing dishes for larger groups;
• Fresh Ideas meant to introduce new flavors and dishes to shoppers; and 
• Everyday meals.

The latest vegetarian line was created in response to customer feedback that too much of the vegetarian food in supermarkets was “bland and uninteresting.” Morrisons’ M Kitchen responded with an array of dishes offering a diverse choice of meat-free options.

The selection includes a curry from Michelin-starred chef Atul Kochhar. Other meals include Kochhar’s North Indian Vegetable Curry and Rice and a Crushed Charlotte Potato Melter with West Country Cheddar Sauce.

“This range sets a new standard for vegetarian meals on the market,” said Neil Nugent, Morrisons executive chef and head of innovation. “Our customers have told us that they are tired of the same old bland meals which have just had the meat taken out. These are superb recipes that will be enjoyed by not only vegetarians, but anyone who loves food.”

A total of 19 dishes make up the new M Kitchen vegetarian line. Morrisons said it will look to continue expanding the selection throughout the year, with further already in development specifically for Christmas.

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