Raley’s Relaunches & Redesigns Private Brands

\"\"Late last week California based grocer Raley’s announced the relaunch of their entire private brand portfolio, including the Raley’s, Raley’s Purely Made and Nob Hill Trading Co. brands. The relaunch includes a major expansion of Purely Made, featuring additional standards and products for clean, affordable eating.

The private brand relaunch also includes a full design overhaul for all three brands. This packaging redesign conveys value and quality while leaning on the Raley’s name that customers have come to depend upon over the past 84 years.

Raley’s Purely Made products are free from 101+ artificial preservatives and ingredients. Raley’s utilized the most up-to-date research and industry standards to update their banned ingredient list. Ingredients like carrageenan is an FDA-approved additive. Despite being found in some research to cause inflammation and digestive problems (1), carrageenan was included in Raley’s banned ingredient list. Purely Made standards extend beyond packaged goods to fresh items like meat, seafood and produce. Purely Made produce is organic, while meats and center store items are organic when possible.

“The Purely Made brand standards were very carefully crafted,” said Yvette Waters, Raley’s Nutrition Strategist and Brand Influencer. “We thoroughly reviewed the most up-to-date product ingredient research, customer demands and legislation around certain ingredients before setting on our standards.”


The company previously discontinued production of private label soda with high-fructose corn syrup and artificial colors and flavors. Most recently, the company eliminated private label cereals with more than 25% added sugar.

“We will continue to eliminate SKUs that do not meet our requirements and standards,” said Paul Gianetto, Senior Vice President, Sales & Merchandising. “With our investment in our Raley’s brands, we are showing our customers that we can be trusted to be mindful of ingredients, proudly transparent and passionate about quality.”


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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.