Store Brands

FEB 2017

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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1 8 Store Brands / February 2017 / www.storebrands.info As the largest private label and co-pack manufacturers of canned shelf-stable desserts, like Rice Pudding and Custards, we bring more than 70 years of experience in producing gourmet puddings that are made with clean, natural ingredients. We've redefined the meaning of fresh with our expertise, innovation and convenient packaging in BPA-free cans. Our R&D department specializes in customizing recipes to suit varying demographic palates and markets around the world. Arroz con Leche • Kheer Rice Pudding Specializing in Private Label • Perfect for easy entertaining! Daniela Gutierrez [email protected] www.mardalvi.com All-natural, No artificial flavours or colors Gluten-free • Non-GMO As the largest private label and co-pack manufacturers of canned shelf-stable desserts, like Rice Pudding and Custards, we bring t h 70 f i i d i t dd i t h t d it h l t l i di t Specializing in Private Label • Perfect for easy entertaining! But Hall is quick to point out that the Publix Brand is not promoted as a value line. "That's not the type of customer we are targeting," she adds. "Not that value isn't important, but we want people who buy any of our brands to be confident that they are purchasing high-quality products." The Publix Brand has held up well, even through the Great Recession during the late 2000s when other retailers embraced lesser-quality "value" brands to sell more private label. "People may have made tradeoffs because of the bad economy, but we were still able to retain our customer base with our Publix Brand," Brous says. "Consumers realized they could still get a great value without having to sacrifice quality." The Publix Premium line capitalizes on distinct offerings and new flavor trends, such as Tomato Garlic Marinated Mussels. The retailer also promotes the cost savings on certain products in the line. In a recent print circular, Publix touted that consumers could "Get more mmm for your money" by choosing Publix Premium Blended Greek Yogurt (five for $4) over Chobani Greek Yogurt (10 for $10). Cox says the line, which contains more than 350 SKUs, was designed and is maintained to "express the specialty and quality nature of these products." Publix Premium products are packaged in black, which makes them appear distinct in store aisles. Like many retailers' organic and free-from lines, Publix's GreenWise line is growing like wild strawberries. Last year, Publix introduced about 50 new products to the line, and Hall expects about 100 new products will The Publix Brand is the retailer's first tier but is not a value brand. q

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