Stop & Shop Redesigns Guaranteed Value

Quincy, Massachusetts based Ahold subsidiary Stop & Shop is introducing a redesigned of their value tier Private Brand “Guaranteed Value.” All of the approximately 200 Guaranteed Value products have been quality tested and Stop & Shop will continuously be adding new items to help customers save throughout the store. Customers will find Guaranteed Value products at prices averaging 20 to 25 percent less than what they would pay for similar national brands and more than 60 percent of the line is sold for $2 or less.

“With rising food and gas prices, customers are seeking more savings than ever and our Guaranteed Value products offer customers the ability to save on many of the items they need at prices family budgets demand,” said Suzi Robinson, spokesperson for Stop & Shop. “We continue to quality test and improve on all of our Guaranteed Value products to ensure customer satisfaction.”

The former Guaranteed Value yellow, blue and red packaging has been replaced with a bright orange and white design that definitely highlights the value offered with each product. Free of expensive packaging, graphics and “frills,” the new design will certainly be easy to find on shelf.

The Old Guaranteed Value

“Stretching budget dollars is quick and simple … just look for the orange and white package,” continued Robinson.

Customers will find Guaranteed Value products in virtually every aisle of the store, including dairy, meat and produce departments. Cereal, snack foods, spaghetti sauce, canned vegetables and ice cream are just a few of the items created with today’s budget in mind. Household items such as laundry detergent, paper towels, cutlery and trash bags and health and beauty care products such as toothbrushes and body wash are available. Even pet owners can get in on the savings with Guaranteed Value dog and cat food, treats and litter.

This move continues to strengthen the Stop & Shop Private Brand portfolio by reinvigorating the basic/value tier not long after the consolidation and redesign of the NBE tier across all Ahold banners, I can’t help but wonder if Simply Enjoy is next. Still I can’t help but wonder why they kept this terrible name. Walmart has certainly won the battle of the Great/Guranteed/Clear/Everyday – Value/Basic/Essential generic names, why not create something with some personality the is ownable?

Their website positions the redesign in this way:

We created the Guaranteed Value brand with your budget in mind – everyday products you need at prices you want.

And now, our Guaranteed Value products offer you more ways to take care of the essentials without busting the budget.

  • New Look – Our new orange and white packaging features a clean, energetic new look that is easy to find as you shop our aisles.
  • New Assortment – You spoke and we listened. You told us you wanted more ways to save, so we’ve added dozens of new items throughout the store. Macaroni and cheese dinner, candy, 3 liter soft drinks, baking mixes, dry dog and cat food, juice drinks, cookies, snacks, and nuts, just to name a few (with many more on the way!)
  • New Pricing – To help you pack as much savings as possible into your basket, we’ve dropped the prices on many items throughout the line. Over 80 items are $1 or less, and more than 100 items are $2 or less! Regardless of where or when you shop our stores, you’ll see the same low prices throughout our Guaranteed Value line.

As always, all Guaranteed Value products come with a 100% satisfaction guarantee so you can buy them with complete confidence. Not only are you saving money, but you can see value throughout your home.

Guaranteed Value
Everyday products you need at prices you want.

It’s value…guaranteed!

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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.