Distributor Krasdale Redesigns Private Brand

    Krasdale Foods, a 111-year-old, privately-owned company providing grocery distribution, merchandising and marketing to independent grocery stores, recently completed a redesign of its private brand —the first update in several decades—and has already begun rolling out new product.

    The new design is simpler and more streamlined, featuring white font on a red background in keeping with Krasdale’s original color palette. To highlight the company’s long history, the redesign includes a reference to the year Krasdale was founded, 1908.

    “We wanted to modernize it and make it have a more current feel while still honoring the past,” said Dennis Hickey, Chief Merchandising Officer at Krasdale Foods “As a 111-year-old brand, we recognize the importance of evolving with the times, staying relevant in an ever-changing environment.”

    With nearly 1,000 private label products, Krasdale has already started to convert to the redesigned items, replacing old products as they move off store shelves. The company expects to complete the process by January 2020.

    In addition to the redesigned logo, Krasdale is also updating its packaging to include new colors and a fresh look.

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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.