Private Brand to Go With Raley’s To Go

This past week Sacramento, California-based Raley’s Supermarkets launched a new Private Brand of refrigerated fresh-prepared meals, entrees, side-dishes and related items under the ‘Raley TO GO’ brand.

The new ‘Raley’s TO GO’ features 23 varieties of pre-packaged refrigerated, ready-to-heat foods:

Single Serve Meals

  • Grilled Chicken Breast with Mashed Potatoes & Gravy with Tender Vegetables
  • Italian Style Breaded Chicken Breast Cutlet & Linguini
  • Cheese Stuffed Shells with a Rustica Tomato Sauce & Tender Mixed Vegetables
  • Cheese Bandolini Pasta in Chardonnay Tomato Cream Sauce with Tender Green Beans
  • Verde Chicken Enchiladas (2-count)
  • Red Chili Chicken Enchiladas (2-count)

Side Dishes

  • Green Beans in Garlic & Chive Butter
  • Broccoli Rice & Cheese Casserole
  • Roasted Yukon Basil-Parmesan Potatoes
  • 5 Cheese Macaroni & Cheese

Noodle Bowls

  • BBQ Pork & Vegetable
  • Grilled Chicken & Vegetable
  • Beef & Shiitake Mushroom

Rice Bowls

  • Grilled Teriyaki Chicken
  • Yellow Curry Chicken
  • Red Curry Chicken

Pasta Tosses

  • Tuscan Style
  • Asian Style
  • Southwest Style
  • Chicken Caesar

Family Entrees

  • Grilled Chicken Penne Alfredo with Broccoli
  • Italian Style Spaghetti & Meatballs
  • Classic Beef Lasagna

According to the blog the Fresh & Easy Buzz: Raley’s is promoting its ‘Raley’s TO GO’ line launch extensively. For example, this week the Sacramento-based family-owned grocery chain is featuring the brand in a promotion, which includes promotional pricing – $5 each for all of the items except the family size entrees, which are $10 each – along with an added bonus: When shoppers buy any four packages (mix and match) of the $5 retail items (20 SKUs total) they receive the fifth one free.

In addition to promoting the brand in its weekly advertising circular, Raley’s has displays featuring the ‘Raley’s TO GO’ products, along with colorful point-of-purchase signage in the fresh deli sections.

Raley’s is also promoting the new line on the radio, such as the promotion it’s currently doing with Sacramento-based radio station KYMX. The promotion, which has been running since Wednesday, offers listeners a chance to win four free ‘Raley’s TO GO’ meals each day. The meal includes one entrée and two side dishes.

Read the entire post from the Fresh & Easy Buzz:



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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.