Transition to occur throughout 2012
LAS VEGAS--(BUSINESS WIRE)--Feb. 13, 2012--
SUPERVALU (NYSE: SVU) today announced that its new Essential Everyday™
private brand line is now available in select independent retail
locations. Once the full rollout is complete in early 2013, Essential
Everyday products will be available to the company’s more than 2,000
independent grocery retailers nationwide. The private brand offering
will include more than 2,400 products in the most important grocery and
home goods categories, delivering the same great quality that customers
have grown to expect at a significant value to national brands. As part
of the rollout, SUPERVALU will replace its current brands, FLAVORITE,
RICHFOODS and HOMELIFE with products in the Essential Everyday line.
“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.”
Since June of 2011, SUPERVALU’s traditional retail stores have been
transitioning from their banner labels to Essential Everyday in the
cereal, wholesome snacks, pasta and pasta sauce categories. SUPERVALU
has run extensive consumer testing on the Essential Everyday name and
packaging which returned very positive results. In package design
research, Essential Everyday outperformed other store brands on measures
of purchase interest, perceived value, premium perception and overall
appeal. In addition, the change 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 committed to offering a portfolio of private brands that
deliver a strong connection with customers. SUPERVALU will continue to
offer three tiers of Private Brand products that meet the needs of all
our shoppers’ diverse needs, backgrounds and interests.
Some of SUPERVALU’s other private label brands include: CULINARY CIRCLE,
STOCKMAN & DAKOTA, WILD HARVEST, EQUALINE and SHOPPERS VALUE.
About SUPERVALU INC.
SUPERVALU INC. is one of the largest
companies in the U.S. grocery channel with annual sales of approximately
$37 billion. SUPERVALU serves customers across the United States through
a network of approximately 4,300 stores composed of 1,104 traditional
retail stores, including 798 in-store pharmacies; 1,309 hard-discount
stores, of which 922 are operated by licensee owners; and 1,900
independent stores serviced primarily by the company’s traditional food
distribution business. SUPERVALU has approximately 135,000 employees.
For more information about SUPERVALU visit www.supervalu.com.
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Source: SUPERVALU INC.