US retailer Supervalu Inc has announced plans to more than double the number of products offered under its Essential Everyday own label.
Essential Everyday, first launched last year, will be expanded to include 2,700 products across "more than" 100 categories by 2013, up from the current level of 1,200 products in around 40 categories.
The range is positioned to offer "great quality food at affordable prices" and was introduced to a select number of categories last year, Supervalu said.
"We've been very pleased with customers' initial response to Essential Everyday. Consumers continue to look for products that exceed their expectations in the areas of affordable value. Our Essential Everyday brand does just that," Sam Mayberry, Supervalu vice president of private brands, said yesterday (13 June).
"In addition to providing high-quality products at a great value, we're focused on building customer loyalty for Essential Everyday and our other private brands by continuously innovating and bringing fresh ideas to our brand lineups."
Supervalu said Essential Everyday provides a "trusted brand" throughout the store. Products include home goods and grocery categorie such as cereal, dairy, bread, canned goods, frozen foods, pasta, sauces, condiments, salad dressings and snacks.
In April, when Supervalu announced its annual financial results, CEO and president Craig Herkert said he had been "thrilled" with the feedback from customers after the launch of Essential Everyday and indicated more products would be rolled out.
Supervalu is part-way through a "transformation" programme to boost sales and gain ground on its rivals.
However, after an annual loss of US$1.04bn in the 12 months to 25 February, Supervalu is also looking at its costs.
Last week, Supervalu admitted up to 2,500 jobs could be cut from its Albertsons chain in California and Nevada.
