Sobeys S!GNALS Private Brand Value

Mississauga, Ontario based Canadian grocer Sobeys recently relaunched S!GNAL, a value-tier Private Brand that includes basics like: jams and jelly, maple syrup, plastic cutlery and napkins. In late 2009, lower-price Private Brand products were transitioned from Compliments Value to the Signal brand, originally used by Sobeys in the 1990s for similar products. The switch will eventually include all 1000+ Compliments Value products.

“Signal offers our lowest prices on-shelf for everyday essentials across all of the key food, household and cleaning product lines,” said Belinda Youngs, chief marketing officer for Sobeys, in a statement.

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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.