Tops Markets Redesign the Tops Brand

tops-marketsTops Friendly Markets based in Williamsville, New York, with stores in New York, Vermont, northern Pennsylvania, and Central Massachusetts has redesigned and reformulated the private brand products. The retailer has also removed artificial sweeteners, colors and flavors as well as high fructose corn syrup from its private brand products.

“Our shoppers are continually looking to Tops for value, convenience and variety and the revitalized line of Tops Brand products will surely meet those needs and more,” said Frank Curci, Tops Markets chairman and chief executive officer. “Customers will find them to be great a complement to the national, regional and local brands that Tops is well known to offer them.”

The relaunch of the Tops Brand includes hundreds of household items, including paper products and cleaning supplies.

Customers can discover the more than 1,200 new products in an updated package design which is expected to hit shelves in the next week. While an additional 1,000 products are expected to hit stores in the spring of 2017.

The redesign of the private band includes a new Tops Brand logo and a tagline “Tops Brand Products: Home Made Happy.”

Tops is supporting the relaunch of the private brand with a extensive advertising campaign including print, digital, social media, in-store, TV and radio. Tops Brand products will be promoted beginning Sept. 11 as well as in a sponsorship of the Buffalo Bills head coach’s “Rex Ryan Show.” He and his brother are also featured in a humorous commercial promoting the brand.

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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.