United Supermarkets to Sell Essential Everyday

Essential Everyday frontLate last week Lubbock, Texas-based grocer The United Family that all United SupermarketsMarket StreetAmigos and United Express locations will offer the portfolio of private brands from Eden Prairie, Minnesotta-based Supervalu. The brands will include the mainstream private brand Essential Everyday and provide guests an expanded product selection, lower prices and additional promotions. The new brands include pantry staples, prepared foods, ingredients, snacks, paper and household products, organic goods and over-the-counter medication.

The United Family’s exclusive private brands are still available to guests, including Arriba! Coffee, Hearth of Texas Breads, Kristal Water and Ice, Scoops Ice Cream, Red River Farms Dairy Products, Smokehouse Ranch Meats and Traditions Turkey.

“We are excited about our new Essential Everyday store brands, guests will have great quality, even more variety and see lower prices at checkout,” said Wes Jackson, chief merchandising officer for The United Family. “We are excited to offer a store brand family that allows our guests to enjoy national-brand quality products with exceptional value, quality and selection.”

From beverages and breakfast to household and laundry products, Essential Everyday items will be available on every aisle and in every category. Essential Everyday will be joined by other Supervalu brands including:

  • Java Delight Coffee and Creamers
  • Stone Ridge Creamery Ice Cream
  • Equaline health and beauty care and over-the-counter products
  • Culinary Circle, a premium line of restaurant-inspired foods
  • Wild Harvest organic products
  • Shopper’s Value products

“Whether through everyday low prices, long-term temporary price cuts or even in-store coupons, our new store brands will offer guests even more options to save money without sacrificing quality,” said Jackson.



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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.