Raley’s relaunches own brand program

Raley’s has relaunched its private brand program to include additional standards and products for what the grocer calls “clean, affordable eating.”

The Raley’s own brand range, which includes the Raley’s, Raley’s Purely Made and Nob Hill Trading Co. brands, have been re-engineered to be less processed, organic where possible and free from items on the company’s banned ingredient list. The Nob Hill Trading Co. brand includes unique, gourmet products with global and local influences.

Raley’s Purely Made products are free from more than 101 artificial preservatives and ingredients. Raley’s said it used the most up-to-date research and industry standards to update its banned ingredient list. Purely Made standards extend beyond packaged goods to fresh items like meat, seafood and produce. Purely Made produce is organic, while meats and center store items are organic when possible.

“The Purely Made brand standards were very carefully crafted,” said Yvette Waters, Raley’s nutrition strategist and brand influencer. “We thoroughly reviewed the most up-to-date product ingredient research, customer demands and legislation around certain ingredients before setting on our standards.”

According to Nielsen data, 59 percent of grocery shoppers experience difficulty in understanding nutrition facts. To combat this, the nutrition label on all relaunched products include the updated FDA nutrition facts panel, which standardizes serving size and is more transparent on added sugar. In addition, Raley’s Purely Made calls out key attributes on the packaging, including non-GMO, no-artificial ingredients and gluten-free. 

Most recently, Raley’s discontinued production of private brand soda with high-fructose corn syrup and artificial colors and flavors. The company also eliminated private brand cereals with more than 25 percent added sugar.

“We will continue to eliminate SKUs that do not meet our requirements and standards,” said Paul Gianetto, senior vice president of sales and merchandising. “With our investment in our Raley’s brands, we are showing our customers that we can be trusted to be mindful of ingredients, proudly transparent and passionate about quality.”

The private brand relaunch also includes a full design overhaul for all three brands. According to the company, the packaging redesign conveys value and quality while leaning on the Raley’s name.

Raley’s is a privately owned and family-operated grocery company headquartered in West Sacramento, Calif., and operates 129 stores under five banners: Raley’s, Bel Air Markets, Nob Hill Foods, Food Source, and Market 5-ONE-5.