STORE BRAND POWER BOOST

Dan Alaimo

EDEN PRAIRIE, Minn. -- Supervalu here is using private-label products to stay competitive in the battery category and boost sales, said Lanny Hoffmeyer, corporate director, wholesale general merchandise.

Large packs of batteries enable the company to present a value-driven proposition to customers. "The value pricing that we can bring there has significantly impacted our mix and helped us maintain our volume in the battery category," he said.

Last year was a good one for Supervalu in batteries, added Russ Servais, corporate director, wholesale general merchandise. These results are expected to continue in the future, he said.

"We have not been impacted like the other grocers by the dollar trade," Servais said. "Our private label has done a very good job of keeping those consumers coming into our outlets. Also, we haven't seen the same kind of impact that other grocers have from the Home Depot-type stores and the clubs with their large packs because we jumped into that niche with our own private label, as well as Energizer, a year ago, and both have had a positive effect on our business."