Fifty2, The MPB Project: Stop & Shop – Simply Enjoy

Simply Enjoy - front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly Fifty2 The MPB Project Logoseries looks at each great Private Brand with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

Simply Enjoy
Ahold USA launched Simply Enjoy in their U.S. retail banners Stop & Shop, Giant Landover, Giant Carlisle, Martins & Peapod in 2006. Since then this premium tier Private Brand has taken a different tone and path than the vast majority of the black dominated premium private labels from American grocer., Instead they opted for a contemporary white background combined with rich photography.

However, since the beginning of 2013, the now seven-year old brand has gradually introduced a radical redesign, setting a bright and confident tone that clearly differentiates it from its competitors and sets a new standard for premium. The brand has created a positioning focusing on artisan-style foods, providing customers with unique and luxurious indulgences at great prices. The new brand design modernizes the Simply Enjoy logo with a contemporary san serif font and a drop J that evokes the original logo. The tone on tone variation of the banner icon represented by a yellow bowl with three colorful halves that may be interpreted as bowls of fruit, bread or ingredients subtly ties Simply Enjoy to the banner logos.

Behind every Simply Enjoy product is a story that brings the product to life. The citrus chamomile organic herbal tea promises:

Refresh your day with our relaxing Citrus Chamomile Organic Herbal Tea. The infusion of peppermint, licorice and orange combine full-flavor with a soothing aroma in every sip. Start your day with a taste of Zen, or ease into your evening with a full-flavored palate cleanse. Any way you steep it you’ll be sure to taste delight.

Simply Enjoy reinforces its brand promise with differentiated products and flavors including: Italian Crumbled Sausage Pasta Sauce, Raspberry-Flavored Shortbread Cookies, Rich Chocolate Lava Cakes, Creamy French Brie, Citrus Chamomile Organic Herbal Tea and Spinach and Artichoke Tortilla Crisp Appetizers.

With an aspirational and evocative brand name, beautiful design and great product, Simply Enjoy proves that “Life is delicious.”

Brand: Simply Enjoy
Brand Focus:
Premium Foods
Ahold USA
Washington, DC
2011 USA Retail Sales:
2011 Stores: 756

To submit a brand for consideration please email


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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.