Jacksonville, Florida-based Southeastern Grocers Inc. has introduced Know & Love, a private label line of products across a range of food, beverage and household categories that are free from about 100 undesirable ingredients.
The line will roll out in Fresco y Más, Harveys Supermarket and Winn-Dixie stores gradually through next year. Southeastern Grocers’ Naturally Better products and select SE Grocers products that meet the Know & Love label standards will transition into the line.
Once fully launched, Know & Love will offer more than 1,000 clean label products. According to the company, the line was designed to offer customers a range of “affordable, clean label products made with ingredients they ‘know,’ to create the everyday products they’ll ‘love.’”
Southeastern Grocers said the selection highlights value and taste without ingredients like certified color additives, partially hydrogenated oils, high fructose corn syrup and sweeteners.
Brooke Rice, senior director of own brands, said the line came in response to increased desire from customers and associates for products with simple ingredients. As a result, “We set out to create a budget-friendly, clean label line centered around two fundamental traits – trust and transparency.”
“Our Know & Love Goodness Guarantee upholds this standard by offering customers a benchmark for excellence across the entire product line,” she said. “When customers purchase Know & Love items, they can trust they’re bringing home products made from ingredients they’ll love.”
Know & Love is also evolving Southeastern Grocers’ overall approach to packaging. The grocer used neuroscience and neuromarketing techniques to create a design that aligns with clean labeling principles while conveying a sense of trust, reliability and affordability.
In addition, Know & Love features color-coded packaging to help customers with dietary requirements find products suited for their needs – dark purple indicates gluten-free items and dark green denotes plant-based options.