In a Private-Label Refresh, SpartanNash Revamps Its 'Our Family' Cheeses

Grand Rapids, Mich.-based retailer and wholesaler SpartanNash is looking to build on the popularity of its Our Family owned brand with a range of reformulated, refreshed cheese products. 

The company said it has updated both recipes and packaging for Our Family cheese selections, which include shreds, slices, snack bars and bites, as well as Parmesan products. Our Family shredded cheeses, for example, now boast a richer, more-satisfying taste, SpartanNash said in a news release, and all of the private label's cheeses are rBST-free and feature premium ingredients. New packaging features bright colors and product windows that incorporate the specific cheese contained inside into the packaging's artwork. In addition, the packaging also features a QR code that consumers can scan to access a web page featuring a recipe using the cheese at hand.

"Given the versatility of cheese as both an integral ingredient and nutritious snack, we’ve seen an expansion of cheese consumption over the last two years," SpartanNash SVP and Chief Marketing Officer Amy McClellan said in a statement. "We leveraged insights from shoppers and food retailer customers to develop new products in our test kitchens, and we will continue to find innovative ways to improve Our Family products," she added.

SpartanNash said that Our Family is the company's most popular brand for more than 2,100 of its independent grocery-store customers. Beyond its distribution business, which serves independent and chain retailers, SpartanNash owns 145 supermarkets, primarily under the Family Fare, Martin's Super Markets, D&W Fresh Market, VG's Grocery and Dan's Supermarket banners.