Today we are spotlighting another of the more than 400 entries from this year’s Vertex Awards leading up to the official publication of winners the week of May 25, 2020.
The iconic grocer Wegmans has introduced a new range of private brand pizzas in their “Our Food You Feel Good About” yellow banner sub-brand. The line is designed to be a shortcut to great-tasting products with no artificial colors, flavor or preservatives.
The pizzas have a cauliflower crust which is made with real cauliflower. The thin, crispy crust is topped with fresh vegetables. Varieties include Margherita, 3 Cheese, Veggie and a 2 pack of individual crusts, each retails for $6.49
“For the most part, we have been able to keep prices at the same level since they were lowered in 2016; some of the prices have actually gone down. A couple have gone up,” said Director of Media Relations Jo Natale.
The price cuts include over 100 products, which represent 500+ varieties of offerings.
- 12 varieties of Wegmans frozen pizza, 18 to 32 oz sizes, for $2.99
- 22 varieties of Wegmans cereal, 11 to 18 oz sizes, two for $3
- 24 varieties of Wegmans bottled salad dressing, 16 oz size, for $1.29
- 5-pound bags of russet potatoes for $2.99
- A pound of tomatoes on the vine for $1.99
Founded in 2006, The Wegmans Organic Farm and Orchard sits on nearly 50 pastoral acres owned by the Wegman family along West Lake Road in Canandaigua. The farm’s mission is to follow consumers growing desire for fresh produce that is both organic and sustainably grown. The retailer operates the Organic Farm & Orchard to develop and share best practices with both customers and regional partner-growers. The farm works continually to grow the best-tasting varieties and extend the northeastern growing seasons, making local farms more economically sustainable.
The farm and orchard is an exciting example of a retailer expanding the traditional notion of differentiation and private brand well beyond simple packaged goods knock-offs to farming practices, product development, and customer experience. This is the kind of private brand innovation that will not only stand up against Amazon and Whole Foods but ultimately beat them.
Approximately two years ago, Wegmans decided to focus on improving their MVP private brand sports drink to develop a formula with clean ingredients. They knew it was going to be important to listen to their current customers of sports drinks as well as young athletes for feedback on product improvements, such as taste
In May of 2016, Wegmans was asked to speak to the 5th-grade business class at Allen Creek Elementary in Pittsford, NY. The private brand team saw this as the perfect opportunity to talk to them using the new MVP sports drink as a real example of how the retailer develops and test products. Understanding that many of them are also student athletes who use sport beverages, they were eager to get their feedback through a blind taste test against Gatorade, as well as provide insight on what is important to them in a sports drink. After it passed their tough review, the product was taken to sports drink consumers and several rounds of testing were conducted to make sure the taste was just right.
The result is the recently released new Wegmans private brand MVP sports drink with clean ingredients, electrolytes & carbs to perform. The gluten-free, lactose-free, vegan, naturally flavored maximum velocity power sports drink is differentiation that pushes Wegmans even further ahead of its competitors