Reposted from My Private Brand.
According to an article in the trade magazine Drug Store News: Royal Ahold banner Giant Food Stores is re-launching its Private Brands with a new look. Giant and Martin's Food Markets, also known as Giant-Carlisle, said it would introduce a new packaging design created by the brand and design firm Sterling Brands included more than 2,000 products that are planned to hit the shelves by the end of the year. The new design takes an iconic approach and eliminates the Stop & Shop and Giant-Landover names in favor of the multicolored turning leaf logo that was created for the other banners. Though at this time the two banners have no intention of changing their own names or logos. Interestingly the move comes as both Delhaize and Supervalu have announced similar initiatives to optimize and consolidate their Private Brand portfolios. 'We are changing our packaging to this great new look for all of our Giant and Martin's own brand products to signal that we have improved the quality of our products,' Giant VP sales and merchandising Jeff Beaulieu said. 'More than 250,000 customers have tested the quality of our own brand of products, and hundreds of items have been reformulated to improve upon taste and quality as a result of this consumer feedback.'
Looking to hear more about Stop and Shop's private brand strategy?
Join us at the third annual Private Brand Movement conference in Chicago September 19 ' 21. Thomas Becker, Director of Marketing, Own Brands, Stop & Shop will present 'How Licensed And Exclusive Brands Play In The Portfolio.' In this session, you will explore how licensed and exclusive brands are working together to drive customer loyalty and find the right balance and the right mix.
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