McLane rebrands private brand arm

McLane Company Inc., a Temple, Texas-based supply chain services company providing grocery and foodservice supply chain solutions, announced at its annual National Trade Show today the rebranding of its private label company Salado Sales to CVP (Consumer Value Products). The company will offer quality private brand product lines equal to or better than name brands for a lower price and higher margins for retailers, and will be offered only to McLane customers.

Along with the rebranding to CVP, McLane said it will debut five new brands and provide an affordable and exclusive mix spanning 240-plus foodservice, automotive, candy and snack, general merchandise, grocery and health, beauty and wellness products. Road-Tech and Work Fare, two of McLane’s established private brands, will still be available to consumers through the rebranded CVP line.

The five new brands include:

• Hometown Market — The Hometown Market line covers products ranging from banana nut granola, nuts, trail mix and yogurt pretzels to sugar and creamer to support c-store foodservice operations. Many of the products also meet The Partnership for a Healthier America (PHA) healthy criteria, McLane said.
• Pristyn Purified Water — Also part of the PHA commitment, McLane will support the organization’s signature “Drink Up” initiative to help promote more consumption of water. The Pristyn Purified Water is a purified bottled water line to be sold in 100 percent recycled individual bottles and 24-packs.
• Excursion Beef Jerky — The Excursion Beef Jerky line is a protein snack with zesty flavors that include Smokey BBQ Pork Jerky, Teriyaki Beef Jerky, Cracked Pepper Beef Jerky and Smokehouse Beef Jerky.
• YumBees — The YumBees line includes various hard, gummy and chocolate candy products.
• Beau Dacious Biscuits — Beau Dacious Biscuits are said to be quality dog treat products available in assorted flavors.

“Consumers today want the option to purchase quality store-branded products at a reasonable price, so it made sense for us to up our commitment to private label and rebrand to fit the needs of our retail customers,” said Teresa Voelter, general manager of private label at McLane. “McLane’s new comprehensive CVP line provides retailers who don’t already offer private label products or have the resources to stock private label inventory the ability to do so, and at attractive prices, while keeping their gross margins and profits high.”

Looking ahead, McLane said it plans to roll out additional new products under the CVP family of brands in 2017. Consumers will also be able to use a new product search tool located on the new CVP site to find their favorite products at one of the 17,000-plus retailer locations.