Eden Prairie, Minnesota-based retailer Supervalu reported Wednesday in a quarterly earnings call with analysts that it will continue to refine its Private Brand portfolio and expand its Private Brand penetration, including adding 80 items to its value/basic tier brand Shopper’s Value label.

“Supervalu continues to expand its selection of value-oriented products. Into the second quarter, we have devoted more displays and shelf space to these items, including 10-for-$10 merchandise and entry-priced private label brand offerings like $1 pizzas. By the end of the fiscal year, we will have added 80 new items under our Shopper’s Value label,” explained CEO Craig R. Herkert during the call.

“Understanding the importance of price and value in today’s environment, we are committed to narrowing the relative price gap that has evolved in some of the markets where we compete. Accordingly, we continue to invest in price on select items, categories and across specific markets, such as our new produce initiative in the Chicago market. We’ve got more than two-dozen new items that have come out. We have more coming out for the rest of the year. We see great take-up,” states Herkert.