Supervalue Announces Expansion of Essential Everyday

Minneapolis based retailer and distributor SUPERVALU today announced that it is expanding its Essential Everyday Private Brand to 2,700 of the most shopped-for products across more than 100 categories throughout the grocery store by 2013. The brand, which was introduced in select categories last year, offers consumers great quality food at a great value. Essential Everyday products are available at approximately 3,300 stores nationwide, including SUPERVALU’s family of stores Acme Markets, Albertson Stores, Cub Foods, Farm Fresh Supermarkets, Jewel-Osco Stores, Shaw’s/Star Market, Shop ‘n Save Stores, and Shoppers Food & Pharmacy as well as at independent retailers served by the company’s traditional food distribution business.

“We’ve been very pleased with customers’ initial response to Essential Everyday. Consumers continue to look for products that exceed their expectations in the areas of affordable value. Our Essential Everyday brand does just that,” said Sam Mayberry, SUPERVALU vice president of Private Brands. “In addition to providing high-quality products at a great value, we’re focused on building customer loyalty for Essential Everyday and our other private brands by continuously innovating and bringing fresh ideas to our brand lineups.”

Essential Everyday is ideal for today’s busy families, according to chef, cookbook author and parent Antonia Lofaso, who introduced the expanded Essential Everyday brand lineup today on behalf of SUPERVALU in New York City. “As a working mom, I know firsthand the challenges of juggling work and home life, and how hard it is to find the time to make a nutritious, home-cooked meal that your kids will actually like,” Lofaso said. “In my new book, ‘The Busy Mom’s Cookbook,’ coming out in August, I include some simple tips for getting organized as well as a list of must-have pantry essentials. With the wide variety of Essential Everyday offerings, there’s so much you can do to prepare a quick, easy, nutritious meal that your whole family is sure to enjoy.”

In conjunction with the event SUPERVALU sponsored trips by several mommy bloggers from all across the country to the event. Some of the bloggers included: Mindi Cherry of Moms Need to Know, Dana of The Coupon Challenge, Angela Russel of the Coupon Project, and Cathy and Monica of Fabulously Frugal. The bloggers where treated to a tour of the Good Housekeeping headquarters and test kitchens, a hands-on experience cooking dinner at Home Cooking New York featuring Essential Everyday and other SUPERVALU Private Brand products and a meeting with Supervalu Executives.

The SUPERVALU Private Brand portfolio
Essential Everyday joins the SUPERVALU portfolio of Private Brands designed to meet customer needs for quality products across a variety of price points. The portfolio includes brands defined by the three traditional price tiers: premium, national-brand equivalent and value. The company’s private brands account for about $6 billion in annual sales.

SUPERVALU’s premium brands include Wild Harvest organic and natural foods; the Culinary Circle brand of restaurant-inspired food; Stockman & Dakota hand-carved premium USDA Choice Angus beef; and Java Delight artisan-blended, 100 percent Arabica coffees.

In addition to Essential Everyday, the company’s national brand equivalents include Baby Basics products for babies and toddlers; Arctic Shores frozen seafood; Stone Ridge Creamery ice cream made from high-quality natural ingredients; and WholeCare Pet products for shoppers’ furry and feathered family members.

Rounding out the three-tier brand portfolio is Shopper’s Value, which is SUPERVALU’s value brand for price-sensitive shoppers, offering more than 350 everyday items and family staples throughout the store.



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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.