US: Supervalu calls for private-label innovation

By | 17 August 2009

Supervalu is preparing to call on packaging suppliers to bring innovation to the private-label sector and form closer ties with retailers in order to improve private label products.

Andrew Abraham, vice president of own brands for Supervalu, will emphasise the need for innovation in the private label market when he delivers his keynote speech at Pack Expo in October.

In his presentation, Abraham will explore four "key areas" of opportunity where the private brand industry and the packaging supply chain can unite for success: "packaging for retail efficiency", "packaging for communication effectiveness", "packaging for brand positioning" and "differentiation and mainstreaming sustainability".

The discussion will focus on the need for greater strategic alliances between private brand suppliers and manufacturers to provide joint solutions that bring value to retailers through labour savings.

These stronger relationships will also result in packaging that helps boost a retailer's brand image oand enhance the consumer shopping experience.

Abraham will emphasise that private brands are currently focusing on strategic design to project brand personality, effectively communicate value and compete with quality perceptions of national brands.

Sectors: Baby food, Bakery, Chilled foods, Confectionery, Dairy, Frozen, Meat & poultry, Natural & organic, NPD & innovation, Retail, Seafood, Snacks, Sustainability & the environment

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US: Supervalu calls for private-label innovation

There is currently 1 comment on this article

It's so interesting to watch the slow erosion of the distinction between traditional brands and store branded products. Retailers are getting incredibly creative at encroaching on the typical means used by trad. brands to win and retain consumer attention. Especially if private labels take a lead in sustainability as they have done on the price dimension, it's likely the improving economy will not reverse the tide of shifts in market share. It seems like brands are going to get a lot more savvy about building sticky relationships with consumer in stores and online to defend their territory.


Christopher Fox said at 8:48 pm, August 19, 2009

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