SpartanNash is cleaning up its private brands and making nutrition facts easier for shoppers to read.

As part of its Clean Ingredient Initiative, more than 425 Our Family and Open Acres private brand products have been reformulated and redesigned since 2018, MSG and other unsavory ingredients, removing synthetic colors, with 175 products planned as part of the project.

Additionally, SpartanNash is making it easier for customers to identify clean label items by listing key attributes on the front of the packaging, with the packages featuring a leaf symbol or a circular symbol for Open Acres SKU’s.

This year, the Clean Ingredient Initiative will be promoted by SpartanNash private label spokesperson, cookbook author and Food Network personality Molly Yeh. The retailer will also feature the program in its in-store and online promotions.
SpartanNash VP of Private Brands John Paul said SpartanNash has noticed that shoppers are looking for healthier food options, clean labels and free-from formats when doing their grocery shopping.
“Our Clean Ingredient Initiative provides them with exactly that, all while giving them the quality, budget-friendly savings and great taste they’re used to with Our Family and Open Acres products,” he said.

The initiative has included efforts such as refining the recipe for Our Family ice cream to four or five ingredients, removing MSG from several soups and removing synthetic colors from fruit and grain bars.

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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.