SpartanNash ‘cleans up’ private label program

SpartanNash is trying to clean up its private labels by introducing a Clean Ingredient Initiative for its Our Family and Open Acres own brand products.

According to the company, the initiative is focused on simpler products with reduced ingredient lists and clean, easy-to-read labels.

“Consumer preferences are changing, and our store guests are looking for healthier food options, clean labels and ‘free from’ formats when shopping at their local grocery store or putting food on the table,” said John Paul, SpartanNash vice president of private brands. “Our Clean Ingredient Initiative provides them with exactly that, all while giving them the quality, budget-friendly savings and great taste they’re used to with Our Family and Open Acres products.”

In 2018, more than 425 private label products underwent packaging redesigns or reformulations to remove synthetic colors, MSG and other ingredients. This year, another 175 products will be added to the Clean Ingredient Initiative. For example, Our Family ice cream now has four SKUs that contain only four or five ingredients, including milk, sugar, cream and the appropriate flavoring. SpartanNash has also successfully partnered with its manufacturers to remove added MSG from a number of Our Family soups, and Our Family fruit and grain bars have been reformulated to remove synthetic colors.

The initiative’s package redesign includes front-of-package labeling that lists the product’s key clean attributes. Our Family uses a leaf icon to demonstrate the products’ reformulation while Open Acres uses circular swoosh.