HAGGEN GIVES ITS PRIVATE-LABEL LINES A MODERN DESIGN

MINA WILLIAMS

BELLINGHAM, Wash. (FNS) -- Haggen Inc. here has redesigned its private-label line to convey a more contemporary image.

The new design is carried across all categories and is distributed through the operator's Haggen and Top food and drug units. The new design incorporates the scripted Haggen logo, along with a tag line that reads "Since 1933." In addition, each item carries a product descriptor, such as "100% Natural," or 'Rich & Flavorful" to provide more information and to entice the customer to try the product.

The chain used an in-store tasting event during the last weekend in July as a venue for reintroducing the private-label program to consumers. Additionally, the operator touted the newly revamped line in the store circular that is mailed to customers. A full-page pull-out section focused on the various dry grocery and frozen items that make up Haggen's store-brand line.

The Haggen units that SN visited during the weekend event were using a number of strategies to call attention to the private-label program. For example, private-label items were positioned along the operator's power aisle, which offers value-priced selections near the store's entrance. Seasonal goods, including ketchup and mustard, were displayed, along with family favorites, such as apple sauce and canned beans.