With more than 8,000 in 35 states Dollar General seems to be ever present in many communities. Small format stores, often in medium to small towns Dollar General is an integral part of many American lives. Their Private Brands, Clover Valley, DG Guarantee and Dollar General occupy a significant portion of their stores. They have recently redesigned and relaunched their Clover Valley line of food products and the packaging, website and in store collateral are nice. If the products can live up to the design DG should have a blockbuster on its hands. Dollar General is so clearly a value player, that its difficult to know whether these are value products with nice packaging or truly a national brand equivalent Private Brand.
In addition to Clover Valley Dollar General is marketing its health and beauty brand DG Guarantee using a Compare & Save message at shelf. Other national players CVS and Walgreens are also using thi tactic.
They have also recently launched a line of EZ Green natural cleaners that mimic the packaging of Clorox Co.’s popular Clorox Green Works line.