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The Easy New Answer to "What's for Dinner?"
SUPERVALU(R) Launches "Simply Good Meals(TM)" In-Store Destinations

MINNEAPOLIS--(BUSINESS WIRE)--Mar. 25, 2009-- SUPERVALU® (NYSE: SVU), the nation’s third largest grocery retailer, today announced the launch of “Simply Good Meals™” — new easy-to-recognize, branded destinations within its family of stores where consumers can go to find complete easy-to-make meal solutions in one spot. The program does the planning for consumers by bringing together all of the components needed to create a good, balanced meal for the entire family. The Simply Good Meals program is making its debut in the aisles of the company’s family of grocery stores including Acme®, Albertsons®, bigg’s®, Cub Foods®, Farm Fresh®, Hornbacher’s®, Jewel-Osco®, Lucky®, Shaw’s/Star Market™, Shop ‘n Save® and Shoppers Food & Pharmacy®.

Most stores will initially feature up to four Simply Good Meals destinations, including two in the produce area, one in the meat section and one in the deli department. Some stores will also have additional meal and soup destinations in the deli area. One of the destinations — known as 4:15™ — will feature a selection of items that allow busy moms to create a good, easy, home-cooked meal for a family of four for under $15 and, in many cases, in 15 minutes or less.

“Research shows that most people don’t know at 4 o’clock what they are having for dinner that night, and in many cases, these hurry-up meals result in less-than-balanced and more expensive food choices,” said Jim Smits, SUPERVALU group vice president, fresh foods merchandising. “We wanted to make it easier for our customers to answer that inevitable ‘what’s for dinner’ question by providing them with simple, convenient, affordable ideas for creating a real home-cooked meal.”

Convenient, affordable ideas for making a real meal at home

The Simply Good Meals program addresses consumers’ needs for convenience, value and family meal-time help at a time when concerns about the economy are causing changes in their eating and shopping behaviors. According to the Food Marketing Institute, 71 percent of consumers are cooking at home more and eating out less at restaurants.1 Yet on a typical weekday, nearly 53 percent of consumers don’t decide what’s for dinner until a couple of hours or less before the meal.2 While time constraints continue to drive demand for quick and easy meal solutions, moms frequently find that meals at cheaper price points are incomplete or less satisfying.

In addition, most moms equate cooking with emotional meaning, with eight in 10 saying they show their love for their families by making home-cooked meals as often as possible, and 74 percent saying they put a lot of care and emotion into their cooking, according to Yankelovich.3 At the same time, nearly 45 percent of women say they tend to prepare the same meals all the time, and others simply lack the time and skills to cook.4

Simple to shop, simple to prepare

Simply Good Meals takes the time and guesswork out of deciding what’s for dinner by providing everything moms need to create a “real meal” they can be proud to serve. For example, 4:15 meal solutions will range from a ready-to-heat beef roast, potatoes and a salad; lasagna, salad and French baguette; to pork teriyaki tenderloins, a side dish and salad. Meal solutions will initially change every other week, ensuring a variety of different menus for busy, on-the-go moms. Each meal solution includes easy instructions.

The Simply Good Meals program will roll out in more than 1,300 SUPERVALU-owned stores nationwide, helping consumers across the country find quick and easy meal solutions. These stores serve more than 22 million customers each week, which represents approximately 1.14 billion transactions every year.


SUPERVALU INC. is one of the largest companies in the U.S. grocery channel with estimated annual sales of $45 billion. SUPERVALU holds leading market share positions across the United States with approximately 2,500 retail grocery locations, including nearly 920 in-store pharmacies. Through SUPERVALU's nationwide supply chain network, the company provides distribution and related logistics support services to more than 5,000 grocery endpoints across the country. SUPERVALU currently has approximately 190,000 employees. For more information about SUPERVALU, visit


1 Food Marketing Institute, FMI Grocery Shopper Trends 2008: Economic Concerns Shaping How Consumers Shop, Cook, Dine, May 2008

2 NPD Group, NETPlus Database

3 Yankelovich MONITOR® Think Tank, “12 Things About Moms,” Q3 2008

4 Campbell Study, 2008

Editor’s note: Additional background information and images available upon request.

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Media Contact:
Haley Meyer, 952-828-4786