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Culinary Circle® Announces Expanded Selection of Premium Grocery Products, New Brand Positioning

Brand offers food enthusiasts more than 200 products across the grocery store; imported cookies and Panettone join the specialty foods line in time for the holidays

MINNEAPOLIS--(BUSINESS WIRE)--Nov. 11, 2015-- Launched in 2008, the Culinary Circle® brand of restaurant-inspired food is adding 24 new products to store shelves this month in conjunction with the introduction of its new brand positioning, logo and packaging. With additional new products planned in early 2016, Culinary Circle will offer consumers more than 200 items in categories across the grocery store.

Quality in every category and European imports for the holidays
Culinary Circle products mirror the types of cuisine offered at some of today’s most popular restaurants to help consumers transform the casual dining experience at home. The brand continues to offer the latest flavor combinations in its line of prepared foods, as well as unique flavor profiles in its coffees, vinegars, sauces and baking ingredients.

Customers will find the brand’s new products in categories throughout the store. New items include:

  • Delicious maple syrup in three new flavors: blueberry, strawberry and raspberry
  • Condiments, such as Wasabi Mustard and Kosher Dill Pickles (whole, spears and sandwich slices)
  • Specialty cheeses and deli meats for any party platter
  • Salsas, including Peach Pineapple with Chipotle, as well as Mango Lime
  • Grab-and-go sandwiches, soups, salads and sides
  • New pizza flavors, including Macaroni & Cheese with Bacon, Chicken Marsala, Chicken Sriracha and Pepperoni with Ranch

Culinary Circle also will offer new, limited-time, imported seasonal items — traditional Panettone, a type of sweet bread originally from Milan, and European Cookies with Belgian Chocolate. Both items are considered holiday staples throughout Europe and South America, and are now available at SUPERVALU-supplied grocery stores in the United States. Other seasonal items include dark chocolate and white chocolate cocoa mixes, which will be sold separately or in a gift pack, perfect for a holiday host or hostess.

“People who savor food have developed a strong affinity for Culinary Circle,” said David Young, SUPERVALU’s vice president of private brands. “We search the globe to deliver products with the highest quality ingredients. Whether entertaining, serving a family meal or finding the perfect gift for a foodie, Culinary Circle brings premium deli, bakery, dairy and other specialty foods to the table at an affordable price. It’s a brand that shoppers seek, love and trust.”

As part of the brand refresh, Culinary Circle has a newly designed logo and bold, new packaging, as well as a revamped Facebook® page.

The brand also is launching a new integrated marketing campaign called “Savor Life in the Circle.” The new campaign will feature digital advertisements, as well as new in-store signage and merchandising, public relations support and in-store events. The campaign emphasizes how quality food elevates any meal or celebration, whether it’s already prepared or you’re doing the cooking.

Culinary Circle products are available at SUPERVALU retail banners, including CUB® Foods, FARM FRESH FOOD & PHARMACY, HORNBACHER’S®, SHOP ‘N SAVE® and SHOPPERS FOOD & PHARMACY®, as well as independent local grocery retailers nationwide.

For further information and to find a local retailer carrying Culinary Circle products, visit or connect on Facebook at

About Culinary Circle®
Launched in 2008, the Culinary Circle® brand is part of the SUPERVALU family of brands. In the circle, our most important ingredient is you. With more than 200 premium items to choose from, Culinary Circle enables you to elevate everything you make into a delicious success. Make every eating occasion more festive and flavorful with our expansive array of inspiring foods carefully curated to please sophisticated palates like yours.

SUPERVALU INC. is one of the largest grocery wholesalers and retailers in the U.S. with annual sales of approximately $18 billion. SUPERVALU serves customers across the United States through a network of 3,395 stores composed of 1,854 independent stores serviced primarily by the Company’s food distribution business; 1,342 Save-A-Lot stores, of which 901 are operated by licensee owners; and 199 traditional retail grocery stores (store counts as of Sept. 12, 2015). Headquartered in Minnesota, SUPERVALU has approximately 40,000 employees. For more information about SUPERVALU, visit


Luke Friedrich, 952-903-1657
Bob Ringer, 612-375-8548