Supervalu Redesigns Culinary Circle

Culinary circle redesign

Minneapolis based grocer Supervalu has introduced redesign of its premium tier private brand Culinary Circle to its network of banners and independent retailers which include: Cub Foods, Farm Fresh, Shop ‘n Save and Shoppers Food & Pharmacy. The new design pushes the once unique but aging brand into the familiar territory of black-based premium private brands like Private Selections from Kroger.

Original Culinary Circle Design

Supervalu originally introduced Culinary Circle in 2008 as a brand of premium food lovers’ foods. The brand enables consumers to enjoy restaurant-quality food right at home easily and affordably.


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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.