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Supervalu

Supervalu Launches Private Brand Java Delight Single Serve Coffee

\"\"Minneapolis based grocer and wholesaler Supervalu today announced the launch of the Private Brand Java Delight Single Serve UnCup, a new single serve size of its premium coffee product that will be available in stores beginning this month. Java Delight products are available in Supervalu’s 1,100 traditional retail stores and in independent stores served through Supervalu’s Wholesale Division. The move follows the launch of similar single serve coffee pods by both Safeway & Kroger. With the addition of Supervalu, Private Brand coffee pods are now available at the top three traditional grocers in the country and in more than 7,000 grocery stores in the US.

“The UnCup pod provides our customers with a premium single serve coffee at an affordable price”

\"\"“The UnCup pod provides our customers with a premium single serve coffee at an affordable price,” said Sam Mayberry, Supervalu’s Vice President of private brands. “It was also important for us to develop a product that is more environmentally friendly and our UnCup single serve pod uses 30% less material by weight than the leading national brand pod. Protecting the environment is very important to Supervalu and we continue to focus on producing as little waste as possible when launching new products and packaging.”

Currently, the coffee will be available in six flavors and additional flavors are currently in development. The UnCup pod can be used with leading single serve coffee makers including Keurig brewing systems.

The Java Delight Single Serve UnCup will be available in all of Supervalu’s traditional retail banners including Acme, Albertsons, Cub Foods, Farm Fresh, Hornbacher’s, Jewel-Osco, Shaw’s, Star Market, Shop ‘N Save And Shoppers. The Java Delight UnCup will also be available at independent stores who are supplied by Supervalu.

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Supervalu

Jewel-Osco Promotes Essential Everyday

\"\"This past week Supervalu’s Jewel-Osco banner ran an FSI featuring their Private Brand Essential Everyday under the headline, “The Essential Start to Your Day.” The ad included a $1off when you purchase $5.oo in Essential Everyday coupon.

Source: Path to Purchase Institute

Categories
Supervalu

Supervalue Announces Expansion of Essential Everyday

\"\"Minneapolis based retailer and distributor SUPERVALU today announced that it is expanding its Essential Everyday Private Brand to 2,700 of the most shopped-for products across more than 100 categories throughout the grocery store by 2013. The brand, which was introduced in select categories last year, offers consumers great quality food at a great value. Essential Everyday products are available at approximately 3,300 stores nationwide, including SUPERVALU\’s family of stores Acme Markets, Albertson Stores, Cub Foods, Farm Fresh Supermarkets, Jewel-Osco Stores, Shaw\’s/Star Market, Shop \’n Save Stores, and Shoppers Food & Pharmacy as well as at independent retailers served by the company\’s traditional food distribution business.

\"\"“We\’ve been very pleased with customers\’ initial response to Essential Everyday. Consumers continue to look for products that exceed their expectations in the areas of affordable value. Our Essential Everyday brand does just that,” said Sam Mayberry, SUPERVALU vice president of Private Brands. “In addition to providing high-quality products at a great value, we\’re focused on building customer loyalty for Essential Everyday and our other private brands by continuously innovating and bringing fresh ideas to our brand lineups.”

Essential Everyday is ideal for today\’s busy families, according to chef, cookbook author and parent Antonia Lofaso, who introduced the expanded Essential Everyday brand lineup today on behalf of SUPERVALU in New York City. “As a working mom, I know firsthand the challenges of juggling work and home life, and how hard it is to find the time to make a nutritious, home-cooked meal that your kids will actually like,” Lofaso said. “In my new book, \’The Busy Mom\’s Cookbook,\’ coming out in August, I include some simple tips for getting organized as well as a list of must-have pantry essentials. With the wide variety of Essential Everyday offerings, there\’s so much you can do to prepare a quick, easy, nutritious meal that your whole family is sure to enjoy.”

In conjunction with the event SUPERVALU sponsored trips by several mommy bloggers from all across the country to the event. Some of the \"\"bloggers included: Mindi Cherry of Moms Need to Know, Dana of The Coupon Challenge, Angela Russel of the Coupon Project, and Cathy and Monica of Fabulously Frugal. The bloggers where treated to a tour of the Good Housekeeping headquarters and test kitchens, a hands-on experience cooking dinner at Home Cooking New York featuring Essential Everyday and other SUPERVALU Private Brand products and a meeting with Supervalu Executives.

The SUPERVALU Private Brand portfolio
Essential Everyday joins the SUPERVALU portfolio of Private Brands designed to meet customer needs for quality products across a variety of price points. The portfolio includes brands defined by the three traditional price tiers: premium, national-brand equivalent and value. The company\’s private brands account for about $6 billion in annual sales.

SUPERVALU\’s premium brands include Wild Harvest organic and natural foods; the Culinary Circle brand of restaurant-inspired food; Stockman & Dakota hand-carved premium USDA Choice Angus beef; and Java Delight artisan-blended, 100 percent Arabica coffees.

In addition to Essential Everyday, the company\’s national brand equivalents include Baby Basics products for babies and toddlers; Arctic Shores frozen seafood; Stone Ridge Creamery ice cream made from high-quality natural ingredients; and WholeCare Pet products for shoppers\’ furry and feathered family members.

Rounding out the three-tier brand portfolio is Shopper\’s Value, which is SUPERVALU\’s value brand for price-sensitive shoppers, offering more than 350 everyday items and family staples throughout the store.

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Categories
Supervalu

Marlene Gebhard President of Shop \’n Save on Private Brand

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This past week the St Louis daily newspaper the St. Louis Post-Dispatch ran a interesting short form interview with the 58 year old president of Supervalu owned Shop ‘n Save Marlene Gebhard. The interview “Five questions with the president of Shop \’n Save includes everything from the continuing demand for Private Brands to evolving technology to the competitive grocery landscape.

Frequent readers will remember that Supervalu owned, Shop ’n Save has been consolidating its Private Brand portfolio and transitioning many of its private labels to the new consolidated brand Essential Everyday.

Now that the economy has been recovering, have you seen a drop in demand for private-label foods — or is it still going strong?

We see them sticking with the private label and that’s a good thing. Everyone has preferences. But consumers who are very strapped financially are still buying private brands. And also people who are not financially strapped are looking to save a little money so they don’t charge anything and are looking for ways to economize. With gasoline beginning to rise again, we’ll continue to see those private label foods increase. It’s a struggle right now for people who are on fixed incomes and trying to stretch their dollars.

Read the entire article.

Categories
Supervalu

Supervalu Rolls Out Private Brand Consolidation to Independents

\"\"Yesterday, Supervalu announced that its new Essential Everyday Private Brand is now available in select independent retail locations. Once the full rollout is complete in early 2013, Essential Everyday products will be available to the company\’s more than 2,000 independent grocery retailers \"\"nationwide. The Private Brand offering will include more than 2,400 products in the most important grocery and home goods categories, delivering the same great quality that customers have grown to expect at a significant value to national brands. As part of the rollout, Supervalu will significantly consolidate its current Private Brand portfolio including the elimination of Flavorite, Richfoods and Homelife.

\”We are thrilled to be able to now bring our Essential Everyday line of products to our independent retailers,\” said Leon Bergmann, president of Supervalu \’s independent business. \”Early results have shown that Essential Everyday is performing very well at our 1,100 Supervalu owned stores, and we believe that our independent retailers will see a positive customer response as well.\”

Since June of 2011, Supervalu \’s traditional retail stores have been transitioning from their banner labels to Essential Everyday in the cereal, wholesome snacks, pasta and pasta sauce categories. Supervalu has run extensive consumer testing on the Essential Everyday name and packaging which returned very positive results. In package design research, Essential Everyday outperformed other store brands on measures of purchase interest, perceived value, premium perception and overall appeal. In addition, the change provides Supervalu with a single, recognizable brand name that will help create efficiencies in advertising and marketing the products on a national and local scale.

\”The addition of our independent grocers truly helps establish Essential Everyday as its own national brand, with a reach to more than 3,000 grocery stores and millions of customers every week,\” said Bergmann. \”Timing and execution of this transition will occur as new product rollouts are completed and in conjunction with our independent retailer\’s specific store needs.\”

Supervalu is committed to offering a portfolio of private brands that deliver a strong connection with customers. Supervalu will continue to offer three tiers of Private Brand products that meet the needs of all our shoppers\’ diverse needs, backgrounds and interests.

The move comes at the same time the banners of Delhaize America are implementing a similar strategy to consolidate their banner brands under the “My Essentials” brand.

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