US grocer Supervalu plans to roll out a new national-brand equivalent private-label, Essential Everyday, to replace its existing banner-branded products.The retailer said the shift will mean it is able to realize "significant savings" through packaging and taking a more national approach to advertising and promotions.
Supervalu plans to "aggressively support" the national expansion of Save-A-Lot, its hard discount format. It plans to open some 160 new Save-A-Lot outlets in fiscal 2012.
As part of the expansion plans, the retailer launched the Save-A-Lot Today private label, a value focused line.
The retailer also said it is working to reverse sales declines in its traditional retail banners and "get them back on the path to growth".
Initiatives include sharpening the retail banners' value proposition through a fair everyday pricing plus promotion strategy; enhancing fresh offers, including more locally grown produce, a "Just Baked" program to ensure availability of breads and rolls and improving its deli offerings; better matching store assortment and format to each neighborhood and providing a "more hassle-free experience" both instore and on-line.
Source: Planet Retail
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