US grocer Supervalu Inc has given its Culinary Circle private-label line a “new brand positioning”, changing the range’s packaging and launching more products.

Supervalu will add 24 more products to a portfolio first launched in 2008. New products include maple syrup, salsas, condiments and sandwiches.

“Our positioning is expanding from a brand centered primarily around offering a casual restaurant-style experience to also offering a broader range of products that deliver one-of-a-kind, authentic, and inspiring eating experiences. Quality continues to be premium, as it always has been for Culinary Circle,” a spokesperson said.

The enlarged range will comprise over 200 items. The new lines will hit the market early next year.

Culinary Circle products are available at Supervalu chains, including Cub Foods, Farm Fresh Food & Pharmach, Hornbacher’s, Shop ‘N Save and Shppers Food & Pharmacy, as well as independent local grocery retailers.

David Young, Supervalu’s vice president of private brands, added: “Culinary Circle brings premium deli, bakery, dairy and other specialty foods to the table at an affordable price.”