Save-A-Lot Resurrects A&P’s America’s Choice

familyshot_585Discount grocer Save-A-Lot has launched its newly acquired brand America’s Choice as a decadent but an affordable private brand of products from cheesecakes to crab cakes. The initial launch features 17 America’s Choice Creations products including: New York Cheesecake, specialty bratwursts, bacon macaroni and cheese, black Angus bacon and cheddar burger, crab cakes, honey bourbon salmon, peanut butter fudge truffle brownie, pecan caramel brownie cookies, triple pepperoni pizza, extreme supreme pizza, seafood stuffed salmon, ten layer 3 meat lasagna, chocolate chip cookie, and cheddar/caramel gourmet popcorn.

stuffed_salmon_0Earlier this year the retailer acquired the America’s Choice brand from A&P. However, the newly launched brand is a complete redesign of the brand, logo, and product. The move comes as A&P struggles to auction off the remainder of its private brand assets.chocchip_cookies

According to Save-A-Lot officials, the America’s Choice brand will “become the predominant food private label brand in our stores as we seek to consolidate our private label brand offerings by reducing the number of private label brands that we offer while increasing brand recognition and enhancing brand equity.” bacon_mac_cheese_0cheesecakelasagna

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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.