SUPERVALU’s Essential Everyday Brand To Expand

SUPERVALUannounced that it is expanding its Essential Everyday brand to 2,700 of the most shopped-for products across more than 100 categories throughout the grocery store by 2013. The brand, which was introduced in select categories last year, offers consumers great quality food at a great value. Essential Everyday products are available at approximately 3,300 stores nationwide, including SUPERVALU’s family of stores—AcmeMarkets, AlbertsonsStores, Cub Foods, Farm FreshSupermarkets, Jewel-OscoStores, Shaw’s/Star Market, Shop ‘n SaveStores, and Shoppers Food & Pharmacy— as well as at independent retailers served by the company’s traditional food distribution business.

“We’ve been very pleased with customers’ initial response to Essential Everyday. Consumers continue to look for products that exceed their expectations in the areas of affordable value. Our Essential Everyday brand does just that,” said Sam Mayberry, SUPERVALU vice president of private brands. “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.”

Affordable goodness
Designed to help consumers be smart and savvy shoppers, Essential Everyday provides a trusted brand that they can rely on throughout the store, making shopping simpler and easier. Essential Everyday products include the most important home goods and grocery categories that families rely on every day, such as cereal, dairy, bread, canned goods, frozen foods, pasta, sauces, condiments, salad dressings and snacks. The brand currently features over 1,200 items in more than 40 categories. SUPERVALU will be adding 1,500 items to the lineup, bringing the total Essential Everyday offering to 2,700 products by 2013.

The SUPERVALU brand portfolio
Essential Everyday joins the SUPERVALU portfolio of exclusive brands designed to meet customer needs for quality products across a variety of price points. The portfolio includes three tiers of brands: premium, national-brand equivalent and value brands. The company’s private brands account for about $6 billion in annual sales.

SUPERVALU’s premium brands include Wild Harvest organic and natural foods; the Culinary Circle brand of restaurant-inspired food; Stockman & Dakota hand-carved premium USDA Choice Angus beef; and Java Delight artisan-blended, 100 percent Arabica coffees.

In addition to Essential Everyday, the company’s national brand equivalents include Baby Basics products for babies and toddlers; Arctic Shores frozen seafood; Stone Ridge Creamery ice cream made from high-quality natural ingredients; and WholeCare Pet products for shoppers’ furry and feathered family members.

Rounding out the three-tier brand portfolio is Shopper’s Value, which is SUPERVALU’s value brand for price-sensitive shoppers, offering more than 350 everyday items and family staples throughout the store.

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