Ralcorp: Decides Cereal & Pasta Taste Great Together

Typically I avoid stories that are primarily manufacturer focused in favor of stories that speak to building brands, however news of mega Private brand manufacturer Ralcorp acquiring American Italian Pasta Co. (AIPC) is news by any standard.

According to the Ralcorp press release:
“We are excited about the addition of AIPC to the Ralcorp family,” said Kevin Hunt, co-CEO and president of Ralcorp. “This transaction strengthens our position as a diversified provider of private label and branded food products, and we anticipate that by adding AIPC’s No. 1 position in private label dry pasta, strategically located production facilities, solid brands and top-tier consumer base to Ralcorp’s capabilities, we will be able to better address a broader spectrum of customer and consumer needs.”

As the economy improves manufacturer consolidation has the potential to significantly impact the creation and growth of engaging Private Brands. Ralcorp has purchased more than 20 companies in the past decade

Only time will reveal the impact of this significant move.



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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.