Walmart Extends Marketside to Frozen

MArketside mealsOver the last few months Bentonville-giant Walmart has featured a collection of new Marketside private brand fully cooked, one step frozen family meal designed to serve 3-4 people for $12.98.

And perhaps more interestingly the meals have been featured in the first frozen endcap on action alley.

marketside 3Varieties include:

  • Slow Roasted Chicken Marsala with garlic butter rotini primavera
  • Savory Beef Barbacoa with fiesta rice and salsa rioja
  • Korean-Inspired Beef Short Ribs with ginger garlic stir fired vegetable and rice
  • Slow Cooked Beef Pot Roast with gravy, herb and garlic potatoes, peas and carrots
  • Braised Pork Carnitas with fiesta rice and salsa verde
  • Home-style Beef Meatloaf with sweet ketchup glaze, parsley red potatoes & broccoli

The new meals are a smart and differentiating extension of the longstanding fresh private brand Marketside into frozen. Loyal readers may remember that Marketside was featured in my first book Fifty2: The My Private Brand Project.

Marketside 1

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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.