Guiding Stars and Healthy Private Brand Cereal

If you are a loyal reader of this blog, you are probably know that I live and work in Charlotte, NC, and that my family an I often shop my former employer Food Lion. I stopped my local Food Lion for a few items on my way home from work and noticed the much heralded nutrition program appearing on Private Brand packaging. Guiding stars was originally developed at their sister banner in Maine, Hannaford it has since rolled out to most of the Delhaize owned US banners.  Take a look at the packaging and advertising it is interesting to see the evolution of this proprietary health and wellness program and its inclusion on Private Brands. The Guiding Stars running man actually appears on pack and not simply shelf tags or signage. If implemented properly this could give the Delhaize banners a leg up on their competition and true differentiation.

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Christopher Durham
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.