Private Brand Chips Take on The Mustached Man at CVS

National Brand Equivalent products have become the norm for most mid tier Private Brands in Grocers, so it is no surprise to see Private Brand chips, cookies, cereals and soups competing head to head with national brands. The surprise came this afternoon while my family and I were shopping CVS, I always wander around the store looking for anything new or intriguing so I was intrigued to see Private Brand CVS labeled canned chips, you know they type, traditional NBE head to head competitors with Pringles. Bagged chips are common and virtually every retailer has them but the cans… I had to stop and take a picture. What do you think?

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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.