Shining Examples

Much has been said in recent years about the need for true innovation in store brand product development and marketing. But such innovation remains the exception instead of the rule.

That said, a number of retailers have managed to go well beyond the tried-and-true in recent months to create distinctive own-brand products and unique marketing programs for existing store brand items. Store Brands is pleased to honor 12 of these deserving retailers in our annual Store Brand Achievement Awards program.

To determine the 2015 winners, we researched and evaluated retailer efforts taking place between the summer of 2014 and the summer of 2015. Read on to learn more about the outstanding private brand-related achievements of this year’s winning retailers.

Best new product or product line, food and beverages

Ahold USA
WORLD MENU LINE

Back in February, Ahold USA (headquartered in Carlisle, Pa., and Quincy, Mass.), officially announced the launch of its World Menu line of internationally inspired products via its Stop & Shop, Giant Food, Giant Food Stores and Martin’s Food Markets banners. The products, which actually began a quiet introduction to stores the previous year, are said to feature “quality ingredients” and “bold flavors” and include many Asian and Italian favorites.

The brand covers more than 75 easy-to-prepare items ranging from imported cheeses and Italian pasta to a large frozen assortment that encompasses appetizers, entrées and more. The World Menu lineup even includes a selection of internationally inspired seasonings such as bruschetta mix (salt, garlic, black pepper and chili pepper) and arrabbiata mix (tomato, garlic, chili pepper, parsley and black pepper).

The brand appears to be a hit with shoppers who were asked to try and review items from the line.

“We recently headed to our local Giant Food Store to purchase a few items from their World Menu line, and after each meal were left satisfied and wanting more!” posted “Megan” on her “Housewife on a Mission” blog.

And on her “See Mom Click” blog, “Lindsay” had this to say about the World Menu Indian-Inspired Butter Chicken: “We ate every last bite of everything! Even the kids loved this dish.”

Best new product or product line, non-foods

Rite Aid Corp
RECEUTICS ACTIVE SKIN REPAIR LINE

Recognizing that many people suffering from skincare conditions such as acne and eczema would appreciate more affordable treatment options, Camp Hill, Pa.-based Rite Aid Corp. set out to create a solution. That solution, introduced in early 2015, is the 10-SKU dermatologically tested Receutics Active Skin Repair line. Rite Aid says the line targets four areas that are based on the types of inquiries its pharmacists receive most often from customers, including acne clearing, sun care, therapeutic relief and anti-aging.

And most important, the products work. In fact, the Receutics Active Skin Repair three-piece topical Acne-Clearing Kit cleared acne faster and improved the appearance of facial acne better than a similar three-piece national brand kit in a clinical study led by Dr. Zoe Draelos, former vice president of the American Academy of Dermatology. And a similar study showed that the Receutics Active Skin Repair Intense Hydration and Repair topical treatment achieved a 79 percent reduction in the overall signs of eczema, including itchiness, dryness, redness and irritation, Rite Aid says.

All of the products are paraben-free and formulated to support the skin’s natural improvement process, Rite Aid notes, enhancing overall health and appearance. Key ingredients include fruit seed extract, hyaluronic acid, antioxidants, retinoids, aloe vera, vitamin C and more.

Best new limited-edition product or product line

Ahold
USA LIMONCELLO-INSPIRED LINE

Lemon-infused and -flavored offerings are synonymous with summer. So when Ahold USA set out to create a limited-edition line for the season’s carefree days, the flavor of that little yellow fruit served as inspiration.

But Ahold USA wasn’t content to use “any old lemon flavor” for the line. It opted for the Limoncello flavor — derived from Italy, where the Sorrento lemon is cultivated for its sweet and tangy flavor — in 30-plus seasonal food and non-food items that launched May 15 in its Stop & Shop, Giant Food, Giant Food Stores and Martin’s Food Markets banners.

The Limoncello-Inspired line included food items such as grilled vegetables, olive oil, pasta, cookies and ice cream, the retailer says. Non-food items getting the Limoncello treatment included candles, dish detergent, foaming hand soap and hand sanitizer. Ahold banners also offered sampling events in May for select Limoncello-Inspired items.

“We’re always excited to enhance and experiment with new flavors and varieties within our own-brand line of products,” said John MacDonald, director of marketing and external communications, Giant Food Stores and Martin’s Food Markets, in a press release. “Our new Limoncello products offer a new twist on lemon that we think our customers will enjoy!”

Best new niche product or product line

Hy-Vee Inc
HY-VEE HEALTH MARKET POWDERED PEANUT BUTTER

With health and wellness on the minds of many consumers, fat-laden standard peanut butter might not make the shopping list. But if those consumers had a better-for-you peanut butter option, they might be inclined to give it a try.

Hy-Vee Inc., West Des Moines, Iowa, gave them such an option when it introduced its Hy-Vee Health Market Powdered Peanut Butter last fall. Because most of its fat and oil is removed, the product has fewer calories than regular peanut butter, the retailer says. The low-sodium, diabetes-friendly product also comes in three flavors: Original, Chocolate and Hazelnut.

Consumers need only add water to the powdered peanut butter to create a spreadable peanut butter. They could also add the powder to smoothies, dips and hot cereal to boost protein content, Hy-Vee noted. To make it easy for consumers to get started here, the retailer even provides a recipe using the powdered peanut butter — Pumpkin Peanut Butter Dip, at press time — on its website.

Best use of digital/social media to promote store brands

Sprouts Farmers Market
CAMPAIGN FOR SPROUTS BRAND RAW FOOD LINE

In January, Phoenix-based Sprouts Farmers Market rolled out a new line of raw foods under its Sprouts private brand, including three flavors of kale chips, maca powder, several varieties of freeze-dried fruit, hemp seeds, chia seeds, flax seeds, acai and goji berries, and cacaho nibs. The extent of the launch is impressive, but the social media campaign tied to the launch is perhaps even more noteworthy.

Sprouts says it marketed the lineup via Facebook, where it boasts 1.3 million fans. Approximately 5,000 Facebook fans claimed a special Facebook coupon for the line. And Sprouts didn’t stop there with its social media campaign. The retailer also marketed the new line on Pinterest (2,700 interactions), on Instagram (11,000 impressions) and via YouTube tutorials.

Sprouts says it complemented its social media marketing efforts with a dedicated website page, a direct mail campaign, a dedicated e-blast to 501,000 subscribers, and in-store marketing that included team member training, aisle signage and educational brochures.

Best shopper contest to promote store brands (non-sweepstakes)

H-E-B
“NAME THIS SALSA” CONTEST

In January, San Antonio-headquartered H-E-B launched the “Name this Salsa” contest. The contest invited entrants to purchase and taste (or read about) the retailer’s newest store brand salsa, and then to submit suggested names for the product. The retailer provided entrants with some basic information about the product — it is made in Texas, is medium-hot and features a blend of tomatoes, onions, garlic, spices and cilantro.

The salsa features Pequin and Morita chile peppers and is one of H-E-B’s Primo Pick items, described as “unique, tasty and cool products you may never have heard of or tried before.” (Other own-brand Primo Pick items include H-E-B Deli Imported Filled Pasta, Central Market 4 Leaf Balsamic Vinegar, Central Market Organics Italian Blood Orange Soda, and more.)

According to H-E-B, the contest drew 19,600 entries. The winning name, SALSAbout Texas, earned “Amy W.” from Round Rock, Texas, $5,000.

Best shopper sweepstakes to promote store brands

Safeway Inc.
“SWEET SUMMER TREATS” SWEEPSTAKES

Safeway Inc., Pleasanton, Calif., took to Pinterest last year when it decided to launch a sweepstakes that put the spotlight on its Safeway Select private brand. The “Sweet Summer Treats” sweepstakes called on consumers to share a dessert recipe incorporating Safeway Select items as ingredients for a chance to win one of 14 gift cards and a gift basket.

To enter, consumers clicked on one of four select sweets Safeway featured on Pinterest, filled out their contact information and clicked “submit” to pin the recipe on their Pinterest pages. According to Safeway, the recipes included:

• ■ Mini Mud Pies: “a crust of Safeway Select Thin & Crispy Chocolate Chip Cookies with Sea Salt and layered with Safeway Select Double Fudge Mocha Ice Cream and a rich chocolate ganache”
• ■ Frozen Tiramisu: “Safeway Select Limited Edition Double Fudge Mocha Ice Cream over a crust of coffee-dipped Madeleines drizzled with a decadent hazelnut spread”
• ■ Crispy Ice Cream: “a variety of Safeway Select ice creams rolled in crunchy flavorful Safeway Select cookies”
• ■ Cookie Crunch Coffee Cake: “Safeway Select Soft & Chewy Moosetracks Fudge Chunk Peanut Butter Cup Cookies swirled into a moist coffee cake with more cookies crumbled on top”

Best Use of store brands for cause marketing

Food Lion
“HOLIDAYS WITHOUT HUNGER” PROGRAM AND BAGGED APPLE PARTNERSHIP WITH FEEDING AMERICA

Like many other retailers, Food Lion is committed to giving back to the community. But the Salisbury, N.C.-based retailer also manages to work its own brands into such efforts.

Last November, Food Lion kicked off its “Holidays without Hunger” program, which ran through Dec. 23. Under the program, shoppers could purchase and donate a specially marked food box that contained food staples under Food Lion’s my essentials brand. Each $5 box was donated to a local hunger relief food bank or agency. The retailer says it also accepted cash donations to benefit Feeding America and its network of local food banks.

The “Holidays without Hunger” program wasn’t the only hunger-relief effort Food Lion conducted last fall. It also kicked off a partnership with customers to help provide 1.5 million meals to families in need across its 10-state footprint through the sale of specially marked store brand “Food Lion Feeds” bagged apples.

Food Lion says the efforts are part of a greater goal: to provide 500 million meals by the end of 2020. At press time, Food Lion had provided more than 98 million meals (since 2014) toward that goal.

“No one should have to choose between dinner and rent,” the retailer states on its website.

Greatest achievement in social responsibility tied to store brands

Safeway Inc.
FAIR TRADE CERTIFIED SEAFOOD

This past February, Safeway Inc. announced a partnership with Oakton, Calif.-based Fair Trade USA, a non-profit organization, to launch Fair Trade Certified seafood in the North American market. The program, the first of its kind, addresses both social and environmental responsibility in fishing communities across the globe.

The program kicked off with wild-capture tuna from small-scale fishermen in Indonesia, who use single-hook handlines attached to handmade kites to locate and catch large adult yellowfin tuna from small boats.

The Fair Trade Certified seafood debuted in Safeway’s Northern California; Portland, Ore., and Seattle stores back in March, the companies noted. Those first exclusive certified tuna products were imported by Anova Food LLC and packed under the Natural Blue brand.

“Safeway recognizes its responsibility to help protect our oceans in an effort to maintain the availability of seafood for future generations and the health of our planet,” Buster Houston, group director of seafood for Albertsons Safeway, said at the time of the announcement. “This unique offering, beginning with frozen tuna steaks and burgers, has the added benefit of being a Fair Trade Certified Product.”

Most innovative addition to a prepared foods department

Publix Super Markets
FRESH SEAFOOD COOK-IN-BAG DINNERS

Publix made life a bit easier for seafood lovers when it announced the debut of Publix fresh seafood cook-in-bag dinners this past summer. Shoppers simply visit the Publix Seafood department and choose from any of the retailer’s fresh fish options. They then choose a Publix sauce — Caribbean Mango with orzo, spinach and bell peppers; Mediterranean with pearl couscous, Kalamata olives and feta cheese; Dijon Cream with a quinoa blend, spinach, sun-dried tomatoes, artichokes and bell peppers; or Sweet Chili with rice and an Asian vegetable medley.

Publix says its employees then assemble the seafood and the sauce in a specially designed cooking bag. Once they take the seafood home, customers simply bake it for 15 to 20 minutes in the bag at a 145 degrees Fahrenheit. This French cooking method is called “en papillote” and helps keep the ingredients moist and extra flavorful.

Best new store brand

Bartell Drugs
EMERALD & SPRUCE

To help celebrate its 125^th anniversary, Seattle-based Bartell Drugs partnered with Hornall Anderson, a design agency headquartered in Seattle, to create a new private brand called Emerald & Spruce. The brand is said to reflect how customers view the family-run Bartell Drugs: approachable, unexpected, trusted and, most of all, authentic, Hornall Anderson says.

The brand’s name takes a cue from local surroundings, evoking the landscape and spirit of the Pacific Northwest and its “vibrant, eclectic blend of people,” the agency says. A colorful modern-day patchwork pattern epitomizes the wide range of unique offerings and different flavors, tastes and sounds of the Pacific Northwest. This brand cue creates recognition in the aisle, ties the packages together as a cohesive family of products, and breaks through the clutter on shelf in a memorable and recognizable way.

Pointing to the Emerald & Spruce ice cream line as an example, Hornall Anderson notes that tone of voice and flavor names help offer a touch of whimsy and fun, drawing on much-loved locations around the greater Seattle area. The result is a design flexible enough to maintain the integrity of a variety of brand extensions, including vitamins, dog treats and more.

Best achievement in store brand marketing

CVS/pharmacy
“FILL YOUR BAG” PROMOTION

This past April, CVS/pharmacy, part of Woonsocket, R.I.-based CVS Health, kicked off the “Fill Your Bag” promotional event, which helped the retailer’s shoppers save money on their favorite store brand products. The event, which covered more than 3,000 store brand items, ran in-store and online from April 26 through May 23.

To participate, members of the ExtraCare program simply scanned their cards at the ExtraCare Coupon Center to receive a 30 percent-off coupon each week, CVS/pharmacy says. Customers who participated in stores received a reusable shopping bag with purchase.

“Our ‘Fill Your Bag’ event is a great opportunity for customers to try some of our exclusive products,” Cia Tucci, vice president of store brands, CVS/pharmacy, said at the time of kickoff. “With more than 3,000 products included in the promotion, it’s an easy way to save on all kinds of spring essentials or everyday health and beauty needs. Plus, all of our exclusive store brand products come with a 100 percent money-back guarantee.”