Retailer News / News

Supervalu Expanding Essential Everyday

June 14, 2012
/ Print / Reprints /
/ Text Size+

At a special event in New York City this week, Eden Prairie, Minn.-based Supervalu announced that it would expand its Essential Everyday private label brand to 2,700 products across more than 100 categories by 2013.

Currently, the national brand equivalent line features more than 1,200 items across more than 40 categories. The products are available in about 3,300 stores nationwide, the company said, including Supervalu’s family of stores, as well as independent retailers served by the company’s food distribution business.

“We’ve been very pleased with customers’ initial response to Essential Everyday,” said Supervalu Vice President of Private Brands Sam Mayberry, a keynote speaker at last week’s PLBuyer conference at the Hilton Chicago. “Consumers continue to look for products that exceed their expectations in the areas of affordable value. Our Essential Everyday brand does just that.”

Chef and cookbook author Antonia Lofaso introduced the expanded lineup on behalf of Supervalu.

“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,” she said in a news release announcing the expansion. “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.”

Supervalu carries 15 brands across three tiers of private label products, and Mayberry previewed the expansion at the PLBuyer conference, saying Supervalu private brands were first or second in sales in 38 of the company’s top 42 categories.

“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,” Mayberry said in the release.

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.



Image Galleries

September 2014 New Food Products

This month's new food products include cane sugars, barbeque sauce, condiments in squeeze bottles, cinnamon snack seasoning, and jalapeno tzatziki, ice cream, herb toasts, corn puffs, instant coffee, coconut water, and a water enhancer.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB September 2014 cover

September 2014

The September 2014 issue of Private Label Buyer includes a convenience channel update, as well as category insights on frozen store brand trends and health and beauty items. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

PLB Marketplace


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px