“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 series presents a look at one great Private Brand with insight, analysis and original photography. 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 firstname.lastname@example.org
In late 2008, Bentonville, Arkansas based retailer Walmart began Marketside, their grand experiment in small format fresh foods grocery stores in the Phoenix metropolitan area. By 2011, the few remaining locations were shuttered and the experiment came to a quiet close. However, the lasting and significant impact of the Marketside brand is still found in the Walmart of today.
In July 2009, the retailer began testing Marketside Private Branded products in its Walmart stores. Despite being overshadowed by the redesign and dramatic expansion of value positioned Great Value, Marketside has thrived and grown. The brand serves as the consistent, stalwart beacon of fresh quality in a retailer known for low prices but not great food. The Marketside brand and its package design speak to quality and freshness with a modern, credible and approachable branded voice. It stands on its own as a brand and has successfully abandoned the copycat ugly design of Walmart’s private label of old in favor of a unique and differentiated brand experience.
The brand now encompasses close to one hundred products including: refrigerated meals, pizzas, bread and rolls, fresh pastas, salad dressings, bagged and prepared salads, and produce. Perhaps more interesting than the sku count or categories are the unashamedly premium and seasonal products that bring the brand to life: Spinach Artichoke Hummus, fresh grilled chicken and spinach ravioli, Garlic Parmesan Italian Loaf Bread, Harvest Blend Salad, and fresh salsas, sauces and refrigerated salad dressings like sesame ginger, white balsamic yogurt and the seasonal pumpkin apple spice vinaigrette.
The Marketside brand demonstrates the potential for Walmart to not only create and manage great brands that give customers a reason to love the store for more than just low prices, but to leverage those brands to build credibility in categories and price points where they are challenged.