Officials with the retailer said the new endeavor is a natural progression, allowing the company to expand its engagement with a wider array of shoppers.
Scott Patton, the grocer's vice president of National Buying, shared with Store Brands the unique insight the retailer receives from its annual query of its customers.
The 2024 Private Brand Intelligence Report from Advantage Solutions and Daymon also shows how retailers can use own brands to grab sales in general merchandise categories.