Wegmans Differentiates with Clean MVP Sports Drink

    Approximately two years ago, Wegmans decided to focus on improving their MVP private brand sports drink to develop a formula with clean ingredients.  They knew it was going to be important to listen to their current customers of sports drinks as well as young athletes for feedback on product improvements, such as taste
    In May of 2016, Wegmans was asked to speak to the 5th-grade business class at Allen Creek Elementary in Pittsford, NY.  The private brand team saw this as the perfect opportunity to talk to them using the new MVP sports drink as a real example of how the retailer develops and test products.  Understanding that many of them are also student athletes who use sport beverages, they were eager to get their feedback through a blind taste test against Gatorade, as well as provide insight on what is important to them in a sports drink.  After it passed their tough review, the product was taken to sports drink consumers and several rounds of testing were conducted to make sure the taste was just right.
    The result is the recently released new Wegmans private brand MVP sports drink with clean ingredients, electrolytes & carbs to perform. The gluten-free, lactose-free, vegan, naturally flavored maximum velocity power sports drink is differentiation that pushes Wegmans even further ahead of its competitors

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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.