From the Editors: Following new releases in the Idea Supermarket

Dan Ochwat
Executive Editor
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Back in what now feels like ancient times, when I walked the Private Label Manufacturers Association’s in-person Private Label Trade Show, I always made it a point to make multiple stops to the Idea Supermarket — the mock shelves of new own brand items always made for a nice place to catch a breather and soak up the product trends.

While Private Label Week is virtual, seeing the Idea Supermarket videos has been a nice reminder of the traditional show, as well as a place to take a virtual breather and learn about trends. I found yesterday’s video particularly relevant to Store Brands readers, as it featured a look at hot new items from retailers that we’ve been covering over the last few months, including Casey’s new private brand products.

The day two Idea Supermarket session was dedicated to beverages and center-store foods and made special mention of new sodas and juices from Casey’s, including a cream soda, fruit punch soda and blue raspberry soda in its newly rebranded packages.

The retailer recently announced the major expansion of its store brand line, and the drinks were highlighted alongside other interesting products such as coffees from Amazon’s Happy Belly line and sparkling juices from Trader Joe’s that can be used as cocktail mixers or enjoyed alone for a lower-sugar beverage. The sparkling black tea with peach flavor was recently just named a favorite in the retailer’s customer favorites awards.

The session also highlighted the rebranded 365 Whole Foods Market brand, touching on design elements of the new look, as well as healthy products from Canadian retailer Metro, and Target’s new Good & Gather Signature products, all which Store Brands covered over the last several months. It was a reminder of the innovation truly happening.

In today’s video, the Idea Supermarket showcased hair care, baby and beauty products, including the Sephora own brand line of dry shampoos and lotions, and Walgreens redesigned Well Beginnings line of baby products from baby wipes to baby oils that all use natural ingredients.

Keep an eye on the videos at and enjoy them until you can see those mock shelves in person again soon.

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