Fit & Active, Healthy Eating


Aldi dropped this flyer featuring their Fit & Active Private Brand in our Sunday Paper. These guys are long known for Private Brand but typically it is good value product in packaging that mimics a national brand. And they have alot of brands, they are not shy about creating a new brand for a specific product or category, so its exciting to see this brand. It hits on their strong point of good product, great value and adds in the health and wellness component that is so hot today. They use a Fit & Active as their health and welness program. In a small format value store its genius. Branding that truly creates differentiation and no funny math or multiple logo schemes like other grocers. And they committed their sole advertisement to the brand. Amazing!

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.