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Supervalu Expanding Essential Everyday

June 14, 2012
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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.

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