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.