Food Lion Redesigns Private Brand

Food LIon frontIn November of last year Food Lion announced that it would begin to phase out its “My Essentials” private brand and bring back Food Lion on its Private Brand food. My Essentials was launched in June 2011 with approximately 500-700 items store-wide. Although the Food Lion name continued to be on products it was greatly diminished by My Essentials. Since the beginning of the year the new “white-based” design has slowly rolled into stores.Food LIon 2

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I look forward to seeing this lone “vintage” package finally redesigned.

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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.