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Aldi UK Debuts 2 New Sauce Brands

\"\"Discount grocer Aldi Uk has introduced 2 new premium private brand sauces brands created by U.K. based agency  The Black Eye Project. The move follows their long-held private brand portfolio approach, more brands are better.

\"\"The first brand offers a range of relishes and sauces, perfect for burgers. It launches in-store just in time for the summer barbecue season. The goal was to capture the fun of barbecue, with the realness and honesty our shoppers want from their food. The name ‘Just Good Sauce Ltd’ was developed, as it is simple, down-to-earth and a clear description of the products.

\"\"The innocence of illustration supports this positioning, with hand-drawn lettering and quirky characters in simple, striking colors that stand out on the shelf. The logo appears as a drop and is secondary in size to each product name to make it easy for the customer to quickly find what they’re searching for.\"\"

The second brand was for a range of American-themed sauces and marinades to be used in cooking and barbecuing. For this a Deep South sounding name “Skeeter”, and added a block print effect on single color labels. The effect is a bold aesthetic where the descriptive product name is the first element to catch the eye, ideal for a brand whose primary promotion is on the shelf \"\"\"\"

As an actual Southerner, I have to laugh, Skeeter\’s is not something we would actually name a brand. The range is also distinctly not Southern: New York Steak Sauce, Jerk Sauce, Teriyaki Sauce and American Style BBQ Sauce


Defense Commissary Agency to Re-Energize Commissary Value Brand

\"CommisaryIn response to growing customer demand for products comparable to the low-cost private label items sold in civilian stores, the Defense Commissary Agency is re-energizing an “old friend” known as Commissary Value Brand.

Starting in December, commissaries worldwide will highlight about 300 Value Brand products in 33 categories such as frozen vegetables, pizza and entrees; pet foods; health and beauty care; cereals; cleaning supplies; soft drinks; coffee; canned fruit, soup and fish; disposable lunch and storage bags; condiments and more.

The average savings for Commissary Value Brand items will be about 25% when compared to the store brand and private label items found in commercial retail stores, said DeCA Director and CEO Joseph H. Jeu. In some instances, savings will be as much as 50%.

“We are rolling out a renewed program that will offer consistent, quality, everyday low-cost pricing on name brand products equal to or better than private label items in commercial stores,” said DeCA Director and CEO Joseph H. Jeu. “In essence, we are a making a good deal of a commissary benefit even better.”

Now when customers venture into their commissary they will see select items on the shelf identified by an orange “Value” sign. They will also see posters, banners, buttons and danglers that point the way to these extra savings.

The resurgence of the Commissary Value Brand comes as more and more customers are asking their commissaries to have products at prices similar to the private label savings they see off post, said DeCA Sales Director Tracie L. Russ.

“We first began what was then known as the ‘Best Value Item’ program 14 years ago, and now the time is right for a comeback,” Russ said. “Over the years, what we called BVI took on many forms and eventually splintered into many individual savings venues. Today, we have once again gathered the best of the best under one ‘Commissary Value Brand’ sign.”

Russ said this program wouldn’t be possible without the agency’s industry partners – manufacturers, vendors and suppliers – whose representatives worked with her category managers to identify the brands from industry proposals that best met the Commissary Value Brand criteria. Every six months, patrons may see products added or subtracted to DeCA’s Value Brand inventory based on price, sales performance and market changes.

“Those products are subsequently guaranteed to be on our shelves at everyday prices for a minimum of six months that’s consistently equal to or lower than the store brand and private label products downtown,” Russ said.

Commissary patrons looking for Commissary Value Brand items will see new shelf signage and, in some instances, special displays. Shoppers who venture on DeCA’s website,, or stay tuned to the agency’s social media outlets, especially Facebook and Twitter, will also be able to get a heads up on value deals before they hit the store.

In addition to Commissary Value Brand items, shoppers will continue to see biweekly promotions and other special sales that offer targeted discounts.

However, when it comes to comparing prices with commercial store brand or private label products, the Commissary Value Brand will take savings to a consistent, everyday low price, Jeu said. “Some things never go out of style and our Commissary Value Brand program is one of them,” he said. “So we’re dusting it off, giving it a new look and bringing back even more savings for our service members and their families who’ve earned this benefit.”

Christopher Durham

Martha Stewart & Christopher Durham to Speak at PLMA’s Annual Trade Show


The Private Label Manufacturers Association today announced its slate of speakers and seminars for its 2014 “Store Brands Reality Trade Show,” to be held November 16-18, in Chicago. Headlining the program will be a keynote speech by Martha Stewart, founder of Martha Stewart Living Omnimedia, Emmy Award-winning television show host, entrepreneur, bestselling author and one of America’s most recognizable business and media personalities.

Product lines bearing the Martha Stewart name have provided major retail chains with exclusive lifestyle offerings in categories that range from cooking and entertaining to gardening, home renovation, crafts, healthy living, pets and much more. Their success has expanded the concept of store brands, while opening up new possibilities for the private label industry. Her namesake company, Martha Stewart Living Omnimedia, today reaches approximately 100 million consumers every month and has a growing retail presence with 8,500 products in thousands of retail locations.

In addition to the PLMA Keynote Breakfast, Monday, November 17, PLMA announced speakers and topics for a series of seminars on Sunday that will examine the latest retail trends, industry issues, and the strategies that are driving store brands growth, as well as for the annual PLMA Live! Breakfast on Tuesday, November 18.

Leading off PLMA’s Sunday afternoon seminars is our very own Christopher Durham. He is the founder of this site and the VP of retail brands at Theory House, the branding and retail marketing agency. “Store Brands are for Everybody” will be the session title.

Three concurrent seminars will follow: addressing retailers’ quality control issues, organic and natural foods, and trends in store brands cosmetics.

  • What Your Q.C. Department Isn’t Telling You
    Moderator: Jim Wisner, Wisner Retail Marketing
  • Store Brand Organics: Where Value Meets Profit
    Moderator: Robert Vosburgh, News Director, PLMA Live!
  • Store Brands Cosmetics: More Than a Pretty Face
    Moderator: Len Lewis, Lewis Communications

The PLMA Live! Breakfast on Tuesday, November 18, will feature a presentation by Stephen Mader, Senior Analyst for Kantar Retail on the topic of Digital Retailing.

This year’s PLMA’s will be the largest in the show’s thirty-four year history, surpassing even last year’s record show for size and attendance and presenting more than 2,400 exhibit booths throughout three major halls at Chicago’s Rosemont Convention Center. Exhibiting companies will offer up tens of thousands of products across virtually every food and beverage category – including prepared foods, frozen and refrigerated, ingredients, snacks, gourmet and specialty – while on the non-food side, exhibitors feature health and beauty care, over-the-counter pharmaceuticals, vitamins & nutrition, household, kitchen and cleaning products, DIY and general merchandise.

Among the more than 4,500 visitors who attend the event each year are the leading U.S. supermarkets, drug chains, mass merchandisers, wholesale clubs, convenience and specialty retailers, in addition to wholesalers, brokers, importers and others.


TrendSights: Private Brand Evolution


The new report from Datamonitor, “TrendSights: Private Label Evolution” takes a look at its evolution which is marked by increasing sentiment towards the perceived quality of private labels, and how this relates to their branded counterparts. A key component behind this changing attitude is the shift in private brand focus from a budget proposition to one of value, which has in turn translated into an emphasis on on-trend innovation, taking the value concept to a different extreme.

Highlight include:

Private labels are becoming destination brands: 50% of consumers say that the quality and range of products, and availability of PLs is the key factor in them deciding where to shop, creating an opportunity for retailers to differentiate themselves. This is only set to rise if the current rate of private label evolution and innovation continues.

Private labels now answer numerous consumer demands, and in some categories innovate ahead of brands, or offer niche products targeted at specific consumer needs. There is still room for Private labels to evolve further, however, particularly in categories currently seeing lower-than-average consumer sentiment.

Private label, private label evolution, Tesco, Walmart, Trader Joe’s, innovation, value, perception, retail, premiumization, tiering, emerging markets, compare to, co-branding, endorsement, stigma, green, market first, functionality, wellness, social media.

Key questions answered include:

  • What is private label evolution? What is driving – and inhibiting – the development of Private labels?
  • Do attitudes towards Private labels differ by sector? How important is value and image in each of the major FMCG sectors?
  • What are retailers doing to highlight their Private label offerings, and is this only reflected in packaging innovations?



Private Brand Consistently Engages All Incomes


An ongoing shopper behavior study conducted M/A/R/C Research and by The Integer Group shows that while income groups differ a bit on their perception about private brand (highest-income shoppers are more skeptical about the quality of store brand products), their reported behaviors are very similar. Most shoppers across income groups say they regularly compare prices between private label and national brands, and most shoppers indicate they look for sales and/or coupons before exploring private-label options. This suggests that despite income, all shoppers believe in weighing their various savings options to inform their final assessment of quality over price.

When it comes to specific categories, income groups have fairly similar preferences of brands versus private brands. The slight differences are that lower-income shoppers are more inclined toward private label in cereal, cleaning, and laundry care, and highest-income shoppers are less inclined toward store brand snacks, beverages, and ice cream. Other than a tendency toward brand-name treats in high-income households, the consistency between the lowest and highest income levels is notable.

\"Integer1\"\”Though one might think that shoppers with means aren\’t a flight risk for brands, or that lower-income shoppers don\’t have any other options but private-label, our findings suggest otherwise. This means every brand needs to persuade every shopper of its worth,\” said Craig Elston, SVP of Insight & Strategy at The Integer Group.

For more information on private-label purchase behaviors by income and generation, download the full report of The Checkout: Private Label .