Tops redesigns 1,200 private label items

Tops Friendly Markets is debuting its improved Tops Brand line of products, featuring items that have been reformulated with cleaner, simpler ingredients and new packaging.

The Tops Brand products feature new packaging.

“Our shoppers are continually looking to Tops for value, convenience and variety and the revitalized line of Tops Brand products will surely meet those needs and more,” said Frank Curci, Tops Markets chairman and CEO, in a statement. “Customers will find them to be great a complement to the national, regional and local brands that Tops is well known to offer them.”

In store, customers will find about 1,200 newly redesigned Tops Brand products. An additional 1,000 items are in various stages of redesign and will hit shelves through the spring of 2017.

In support of the launch of the new Tops Brand, the company is launching a robust marketing and advertising campaign focused on print, digital, in-store and broadcast media, along with a thorough social media effort. Tops Brand products will be promoted beginning Sept. 11 and in Tops’ sponsorship of the "Rex Ryan Show" with the head coach of the Buffalo Bills.

The company has introduced a new Tops Brand logo and a supporting promotional tagline of “Tops Brand Products: Home Made Happy.” These will be prominently displayed in-store and in advertising.

“The time was right to give Tops Brand products a closer look, and the results already indicate that it was a worthwhile effort,” said John Persons, Tops’ president and COO in a statement. “Store brands are more popular than ever before, and in many cases they are the preference of shoppers. Our own research and customer feedback, combined with national data and trends, support that.”