Supervalu Launching New Private Label

JON SPRINGER

ROSEMONT, Ill. — Supervalu said Tuesday that it would roll out a new national-brand-equivalent private label, Essential Everyday, to replace its store-banner items throughout the company.

Plans for the rollout were discussed by executives of the Minneapolis-based chain during an investor presentation here. Julie Dexter Berg, Supervalu’s chief marketing officer, said the effort would begin shortly in the cereal and pasta aisles at Supervalu stores and continue in phases through next year.

Dexter Berg said the company did “extensive testing” on the packaging and Essential Everyday name and found the products beat existing store brands in quality perception and overall appeal. A national platform for a single brand will save expenses, she added, and is part of an effort to increase the company’s private-brand penetration by 1% in each of the next three years.