Southeastern Grocers launches new private label product line Know & Love

Southeastern Grocers Inc., headquartered in Jacksonville, Fla., and parent company of Fresco y Más, Harveys Supermarket, and Winn-Dixie grocery stores, announces its new store brand product line – Know & Love – designed to offer customers a wide range of affordable, clean label products made with ingredients they “know.” 

SEG’s Know & Love line offers products across a wide range of food, beverage, and household categories that are free from nearly 100 undesirable ingredients, such as certified color additives, partially hydrogenated oils, high fructose corn syrup, and sweeteners such as aspartame, saccharin, and sucralose.

“Our customers and associates are the driving force behind every decision we make, and as they began to express an increasing desire for products with simple ingredients, we set out to create a budget-friendly, clean label line centered around two fundamental traits: trust and transparency," Brooke Rice, senior director of Own Brands for Southeastern Grocers, said.  

Know & Love is also evolving SEG’s overall approach to packaging design. SEG leveraged neuroscience and neuromarketing techniques to create a clean, visually appealing packaging design that aligns with the principles of clean labeling. As a result, Know & Love’s packaging design mirrors the simplicity and quality of its products. Additionally, Know & Love features color-coded packaging to help customers with dietary requirements find products suited for their needs – dark purple packaging indicates gluten-free items and dark green packaging denotes plant-based options.

SEG’s Know & Love product line will roll out in Fresco y Más, Harveys Supermarket, and Winn-Dixie stores gradually through next year. SEG's existing Naturally Better products and select SE Grocers products that meet the quality and clean label standards of Know & Love will gradually transition into the new product line. Once fully launched, the Know & Love line will offer more than 1,000 clean label products, including dairy, produce, ready-made foods, beverages, and household items.