Giant Food’s Private Brands Get New Design

According to an article in the trade magazine Drug Store News: Royal Ahold banner Giant Food Stores is re-launching its Private Brands with a new look.

Giant and Martin’s Food Markets, also known as Giant-Carlisle, said it would introduce a new packaging design created by the brand and design firm Sterling Brands included more than 2,000 products that are planned to hit the shelves by the end of the year. The new design takes an iconic approach and eliminates the Stop & Shop and Giant-Landover names in favor of the multicolored turning leaf logo that was created for the other banners. Though at this time the two banners have no intention of changing their own names or logos.

Interestingly the move comes as both Delhaize and Supervalu have announced similar initiatives to optimize and consolidate their Private Brand portfolios.

“We are changing our packaging to this great new look for all of our Giant and Martin’s own brand products to signal that we have improved the quality of our products,” Giant VP sales and merchandising Jeff Beaulieu said. “More than 250,000 customers have tested the quality of our own brand of products, and hundreds of items have been reformulated to improve upon taste and quality as a result of this consumer feedback.”

Please join me at the third annual Private Brand Movement conference in Chicago September 19 – 21 where Thomas Becker, Director of Marketing, Own Brands, Stop & Shop will present “How Licensed And Exclusive Brands Play In The Portfolio” the presentation will take a look at: National brands have long dominated the shelves at grocery stores, however, as consumers continue to try store brands, there’s an opportunity to include a more balanced category – however, what’s the right balance and the right mix? In this session, you’ll explore how licensed and exclusive brands are working together to drive customer loyalty and increase basket size.

My Private Brand group members can register with the code MYPBRAND and receive 20% off the standard rates.

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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.