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Supervalu’s Essential Everyday Brand To Expand

Last updated on June 13th, 2024 at 11:54 am

Supervalu 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—Acme Markets, Albertsons Stores, Cub Foods, Farm Fresh Supermarkets, Jewel-Osco Stores, Shaw’s/Star Market, Shop ‘n Save Stores, 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, VP 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.”

Chef, cookbook author and parent Antonia Lofaso introduced the expanded Essential Everyday brand lineup on behalf of Supervalu in New York City.

“As a working mom, I know firsthand the challenges of juggling work and home life, and how hard it is to find the time to make a nutritious, home-cooked meal that your kids will actually like,” Lofaso said. “In my new book, ‘The Busy Mom’s Cookbook,’ coming out in August, I include some simple tips for getting organized as well as a list of must-have pantry essentials. With the wide variety of Essential Everyday offerings, there’s so much you can do to prepare a quick, easy, nutritious meal that your whole family is sure to enjoy.”

Essential Everyday products include the most popular home goods and grocery categories, such as cereal, dairy, bread, canned goods, frozen foods, pasta, sauces, condiments, salad dressings and snacks. The brand currently features more than 1,200 items in more than 40 categories. Supervalu add 1,500 items to the lineup, bringing the total Essential Everyday offering to 2,700 products by 2013.

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.

For more information on the Essential Everyday brand, visit www.essentialeveryday.com.

About the author

Shelby Team

The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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