Supervalu to Move to One NBE PL, ‘Essential Everyday'

May 3, 2011
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Supervalu will move to one national brand equivalent private label, dubbed Essential Everyday, doing away with its individual banner private labels, the Eden Prairie, Minn.-based company announced in an investors' meeting Tuesday.


“With the introduction of the Essential Everyday brand, which will roll out in phases, the company will be able to realize significant savings through packaging and taking a more national approach to advertising and promotions,” the company said in a statement.


At the value end, Supervalu will expand its Shoppers Value value-priced private label, launching or relaunching 80 items in the coming months, the company said. CEO Craig Herkert outlined a goal to increase private label sales over the next three years. The company statement says it expects to “deliver a 100 basis point annual improvement in private label sales per year” during each of the next three years but does not detail if that refers to volume or dollar sales.


In its March 2011 cover story on Supervalu, PLBuyer reported that the lack of a national private label banner was hurting Supervalu PL efforts. “The fact is they don’t really have any power [PL] brands the way a Safeway or a Kroger does,” Natalie Berg, research director with London-based consultant PlanetRetail, said in that story. This latest move appears to address that problem.

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