Not long ago I wrote a post on Spartan Stores, May 2011 commitment to support FMI/GMA’s “Facts Up Front” initiative. This follow up post comes as a result of a blog post on Daymon Design’s website. The Daymon Design team was responsible for integrating the “Facts Up Front” on Spartan’s Private brand packaging working towards a commitment to have all packaging updated by January 2013. Some of Spartan Stores new items were highlighted in a segment of Eight West, a local news show in Grand Rapids, MI.
2011 may well go down as the year that Private Brand marketing and promotions discovered innovation, social media and world records, the most recent example comes from Grand Rapid, Michigan based Spartan Stores who is hosting the “Piling on the Pasta” eating contest featuring Spartan Stores new Super Pasta and sauce.
Representatives from local media outlets and schools will participate. The top three finishers win the chance to donate $1,000, $500 and $250, respectively, to their favorite charity.
The pasta that hit shelves earlier this week retails for $2.49 per package and comes in spaghetti, thin spaghetti, penne, fusilli and elbow varieties.
“All varieties provide a serving of whole grain, and are an excellent source of calcium, vitamin D, fiber and protein — plus 260 mg ALA omega-3 per serving,” said Alan Hartline, executive vice president merchandising and marketing for Spartan Stores.
Now, it will be big print on the front on new food packaging of Spartan Private Brand products.
The store brand is carried by nearly 100 Spartan Stores-owned groceries — D&W Fresh Market and Family Fare in West Michigan, VG’s in southeast Michigan and Glen’s Market in northern Michigan — and 375 independent grocers in Michigan, Indiana and Ohio that are supplied by Spartan.
The packaging is in line with health and wellness initiatives introduced by first lady Michelle Obama and, more recently, Gov. Rick Snyder. It also reflects what is happening in the industry.
The Byron Township-based grocer is one of the first retailers in the country to adopt the Facts Up Front Nutrition Labeling, a voluntary labeling system designed by the Food Marketing Institute and the Grocery Manufacturers Association.
The two organizations are behind a $50 million Facts Up Front consumer education campaign that will launch in early 2012, when consumers will see the new icons on a majority of products in the marketplace.
The goal of the voluntary program is to provide essential nutrition information at a glance, said Alan Hartline, executive vice president of merchandising and marketing. That is important since FMI research indicates 75 percent of all shoppers consider health and wellness when they shop.
“This is the way we are distinguishing our brands from the national brands,” Hartline said.
Last year, Spartan added 300 new products and will another 300 in this fiscal year. The new eye-catching guide highlights calories, saturated fat, sodium and sugar per serving, the daily value percentages for saturated fat and sodium, plus up to two icons showing what additional nutrients might be in the product, such as fiber, protein, calcium and vitamins.
The new packaging will be integrated over the next year, with full implementation planned for no later than January 2013.
For now, a handful of products, including frozen chicken and baked beans, have the nutrition labeling on the top right of the packaging. Fresh Selection Salads and Spartan canned fruit will soon be added to that list.
The program complements color-coded shelf tags the grocer introduced in 2009 that identify six nutrient attributes, based on standards set by the Food & Drug Administration. That system is now being adopted by Spartan Stores’ wholesale customers such as Forrest Hills Foods and Leppinks Food Centers.
Source: The Grand Rapids Press
Grand Rapids, Michigan based grocer Spartan Stores is taking local and American made to heart with its new Private Brand ice cream. This is all good news for Michiganders. Grand Rapids-based Spartan Stores announced today the introduction of its new Michigan-made Indulgent Creations premium ice cream. Four Indulgent Creations will be available year round through Spartan Stores D&W Fresh Market, Family Fare, Felpausch, Glen\’s Market, and VG\’s Stores, as well as through nearly 400 independent stores in Michigan and Northern Indiana selling Spartan Stores brand products. The four core flavors include: Double Vanilla, Toasted Butter Pecan, Mint Chip, and Double Dark Chocolate.
8 Seasonal Flavors
Eight additional seasonal flavors will be carried for a limited time only throughout the year, including \’Just in time for the Holidays\’ – White Christmas, a mint flavored ice cream made with candy holiday shapes (Stockings and Christmas trees.)
The seasonal flavors are planned to change with the seasons. For example, in the summer months you can look forward to Michigan Blueberry and Peaches & Cream flavors. In the fall, Honey & Caramel and Apple Pie will hit the freezers. Additional seasonal flavors include Brownies & Fudge and Cafe Mocha. Most seasonal flavors are scheduled to be available in stores for three months. However, White Christmas will only be available only through December.
According to Alan Hartline, Executive Vice President Merchandising and Marketing,
\”Spartan Indulgent Creations are made in Michigan and many of its finest flavorings and ingredients are sourced locally. Supporting Michigan companies and farmers is extremely important to Spartan Stores and we\’re very pleased that we have West Michigan connections for this premium line of ice cream. Great care and attention go into perfecting this luscious ice cream to get the thick and rich consistency. It is made with more butter fat and less air than regular ice cream, making it thick and rich.\”
Indulgent Creations will retail for $4.59 – coupons are available at www.turntospartan.com.
This article from Supermarket News takes a look at Private Brand Marketing with examples from Publix, Spartan Stores, Kroger and Fresh & Easy Neighborhood Markets.
How Store Brands Turn Feedback Into Marketing
Private label is red hot, but even more interesting than its market share is its marketing.
On the one hand, retailers are trumpeting their own-brand value messages, with some — notably Publix — even offering free store-brand-equivalent products to customers purchasing certain national-brand items. The point is to promote product trial.
Read the entire article. How Store Brands Turn Feedback Into Marketing