\”Tart\” tastes Great at Supervalu.


Minneapolis-based grocer Supervalu announced the launch of new frozen desserts under its Private Brands, Stone Ridge Creamery and Culinary Circle. The Supervalu team recently relaunched Stone Ridge Creamery with help from the California based agency Deutsch Design Works.
The launch introduces a new sub brand of Stone Ridge Creamery, “tart” and will feature 32-ounce frozen yogurt in four flavors: vanilla, peach, strawberry and pomegranate blueberry. The additional Culinary Circle Private Brand products are ice cream desserts that feature a bottom layer of premium ice cream, topped by a layer of rich mousse, topped by a sauce and finished off with candy or confectionary pieces. The desserts come in six varieties: Caramel Pecan Praline, Cherry Chocolate Amore, Chocolate Truffle Gooey Fudge Brownie, Midnight Mint, Peanut Butter Passion and Tiramisu.

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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.