SUPERVALU says Save-A-Lot Today

SUPERVALU owned hard discount grocer SAVE-A-LOT has rolled out a new Private Brand called Save-a-Lot Today line. The exclusive brand is touted as: “quality, everyday products at shockingly low prices.” The new brand is a dramatic shift for Private Brands portfolio strategy at the discounter, dramatically stepping away from their tradition of private labels that mimicked their national brand target with a remarkably similar package design and distinctly faux brand feel labels like: Allure, Angel Fresh, Baked Fresh, Basic Soft, Baumann’s Best, Being Well, Bramleys in addition to more than 70 other labels.

This move looks strikingly similar to the introduction of Essential Everyday at SAVE-A-LOT’s parent company SUPERVALU. Essential Everyday will be used to consolidate and refine the SUPERVALU Private Brand portfolio and it certainly appears that this is a major step in a similar process at SAVE-A-LOT.

The new brand currently consists of 19 items including, a paper towels, a four-count of bath tissue, apple juice cocktail, assorted cookies, two types of mashed potatoes, barbecue sauce, Buttermilk Biscuit Mix, shredded imitation mozzarella or cheddar cheese, Buttermilk Ranch Dressing, Chocolate Fudge Chewy Brownie Mix, Pepperoni Party Time Pizza, Frosted Strawberry or Cinnamon Sugar Toaster Pastries, Pepperoni Pizza Snack Rolls, and Buttermilk Complete Pancake & Waffle Mix, as well as a chocolate chip option and syrup.



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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.