Publix Launches Private Brand Specialty Cheeses

In December Lakeland, Florida based privately held grocer Publix launched a new line of domestic and imported Private Brand cheeses using the Publix Deli brand. It is the first time the company has introduced its own Private Brand line of specialty cheeses. Currently, nine varieties are available in-store, with six additional varieties debuting later this month and in early February.

Publix will promote the new cheeses with a integrated campaign that includes: the weekly sale ad,, FamilyStyle and Grape publications as well as Apron’s Cooking School presentations and recipes and in-store promotions featuring master cheese makers and wheel-cracking events.

The featured cheeses include:


  • Publix Deli Swiss
  • Publix Deli Parmesan (debuting soon)
  • Publix Deli Mozzarella Balls (debuting soon)
  • Publix Deli Mozzarella Logs (debuting soon)
  • Publix Deli Goat Cheese
  • Publix Deli Asiago
  • Publix Deli Brie
  • Publix Deli Cheddar


  • Publix Deli Italian Parmigiano-Reggiano
  • Publix Deli Spanish Manchego
  • Publix Deli French Brie (round mini-brie wheel; debuting soon)
  • Publix Deli French Brie
  • Publix Deli Danish Blue (debuting soon)
  • Publix Deli French Camembert (round mini-camembert wheel; debuting soon)
  • Publix Deli Italian Pecorino Romano

“Our customers have told us that they are interested in exploring new cheeses with unique taste and flavors,” said Maria Brous, Publix director of media and community relations. “With 15 varieties, we have a flavor profile for every customer, from the novice to the cheese connoisseurs. Our goal is to have trained associates share their passion for cheese with their customers.”

The Publix Deli retail business unit sent representatives overseas to the best cheese-producing regions of the world. There, associates watched products being made, met with manufacturers and sampled dozens of cheeses. In determining which private label specialty cheeses to launch with, the team incorporated customer focus group feedback along with their overseas experience and knowledge.

The company has designed enhancements to their program that will help customers better understand specialty cheeses, including the basic types, the uses of each and how to pair them with wine and other accompaniments.

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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.