WEGMANS: VIRGINIA PEANUTS

SN Editorial Staff

When Wegmans Food Markets introduced its Virginia Peanuts, it sought to make sure shoppers knew they weren't like most others. The packaging tells them they're water-blanched, which reduces the fat content and provides an "unbelievable crunch."

"It's consistent with our philosophy of trying to give our customer the finest products we could find," Wegmans brand manager Mike DeCory said. "It's a super-extra large, USDA-graded peanut, which basically only consists of 2% of the peanut crop. They're not a ubiquitous item."

Frank Mayes, a private-label consultant who judged the product, praised its looks, presentation and taste. "Those were outstanding -- good appearance, fresh. The packaging was very attractive."

The peanuts were introduced to the snack nut aisle in October 2004 after a six-month development process. Like other new store-brand products, Wegmans gave them extra display space in satellite locations. The extra attention and pre-holiday timing paid off in sales. "It's a high snack consumption time of the year," DeCory said.

The peanuts come in a 20-ounce canister that retails for $6.99. The canister bears the retailer's quality guarantee and colorful artwork. "It almost conveys the message that the product is different," DeCory said.