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Supervalu’s Culinary Circle Brand Expands Selection As It Revamps Label

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Launched in 2008, Supervalu’s Culinary Circle brand of restaurant-inspired food is adding 24 new products to store shelves this month in conjunction with the introduction of its new brand positioning, logo and packaging. With additional new products planned in early 2016, Culinary Circle will offer consumers more than 200 items in categories across the grocery store.

Supervalu says Culinary Circle products mirror the types of cuisine offered at some of today’s most popular restaurants to help consumers transform the casual dining experience at home. The brand continues to offer the latest flavor combinations in its line of prepared foods, as well as unique flavor profiles in its coffees, vinegars, sauces and baking ingredients.

Customers will find the brand’s new products in categories throughout the store. New items include:

• Maple syrup in three new flavors: blueberry, strawberry and raspberry;

• Condiments, such as Wasabi Mustard and Kosher Dill Pickles (whole, spears and sandwich slices);

Specialty cheeses and deli meats for any party platter;

• Salsas, including Peach Pineapple with Chipotle, as well as Mango Lime;

• Grab-and-go sandwiches, soups, salads and sides; and

• New pizza flavors, including Macaroni & Cheese with Bacon, Chicken Marsala, Chicken Sriracha and Pepperoni with Ranch.

Culinary Circle also will offer new, limited-time, imported seasonal items—traditional Panettone, a type of sweet bread originally from Milan, and European Cookies with Belgian Chocolate. Both items are considered holiday staples throughout Europe and South America, and now are available at Supervalu-supplied grocery stores in the U.S. Other seasonal items include dark chocolate and white chocolate cocoa mixes, which will be sold separately or in a gift pack.

“People who savor food have developed a strong affinity for Culinary Circle,” said David Young, Supervalu’s VP of private brands. “We search the globe to deliver products with the highest quality ingredients. Whether entertaining, serving a family meal or finding the perfect gift for a foodie, Culinary Circle brings premium deli, bakery, dairy and other specialty foods to the table at an affordable price. It’s a brand that shoppers seek, love and trust.”

As part of the brand refresh, Culinary Circle has a newly designed logo and bold, new packaging, as well as a revamped Facebook page.

The brand also is launching a new integrated marketing campaign called “Savor Life in the Circle.” The new campaign will feature digital advertisements, as well as new in-store signage and merchandising, public relations support and in-store events. The campaign emphasizes how quality food elevates any meal or celebration, whether it’s already prepared or you’re doing the cooking.

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

About the author

Kristen Cloud

A former newspaper editor and publisher, she once enjoyed leisurely perusing the grocery store aisles but, since having a baby in 2016, she is now an enthusiastic click-and-collect shopper.

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