Supervalu expands offerings under Culinary Circle brand

Supervalu Inc., Minneapolis, said it added 24 new products to its premium, restaurant-inspired Culinary Circle lineup in November. The additions mesh with the introduction of new brand positioning, as well as a new logo, new packaging and a revamped Facebook page. With additional new products planned in early 2016, Culinary Circle will offer consumers more than 200 items in categories across the grocery store.

Culinary Circle products, first introduced in 2008, mirror the types of cuisine offered at some of today’s most popular restaurants to help consumers transform the casual dining experience at home, Supervalu said. The brand continues to offer the latest flavor combinations in its line of prepared foods, as well as unique flavor profiles in its coffees, vinegars, sauces and baking ingredients.

New items include maple syrup in blueberry, strawberry and raspberry flavors; condiments; specialty cheeses and deli meats; salsas, Peach Pineapple with Chipotle salsa and Mango Lime salsa; grab-and-go sandwiches, soups, salads and sides; and new pizza flavors that include Macaroni & Cheese with Bacon, Chicken Marsala, Chicken Sriracha and Pepperoni with Ranch, Supervalu noted.

The Culinary Circle brand also will offer limited-time imported seasonal items — traditional Panettone, a type of sweet bread originally from Milan, and European Cookies with Belgian Chocolate. Both items are considered holiday staples throughout Europe and South America, Supervalu said, and are now available at Supervalu-supplied grocery stores in the United States. Other seasonal items include dark chocolate and white chocolate cocoa mixes, which will be sold separately or in a gift pack.

“People who savor food have developed a strong affinity for Culinary Circle,” said David Young, Supervalu’s vice president of private brands. “We search the globe to deliver products with the highest-quality ingredients. Whether entertaining, serving a family meal or finding the perfect gift for a foodie, Culinary Circle brings premium deli, bakery, dairy and other specialty foods to the table at an affordable price."

The brand also is launching a new integrated marketing campaign called “Savor Life in the Circle.” The new campaign will feature digital advertisements, as well as new in-store signage and merchandising, public relations support and in-store events, Supervalu said. The campaign will emphasize how quality food elevates any meal or celebration, whether it’s already prepared or you’re doing the cooking.

Culinary Circle products are available at Supervalu retail banners, including Cub Foods, Farm Fresh Food & Pharmacy, Hornbacher’s, Shop ‘N Save and Shoppers Food & Pharmacy, as well as at independent local grocery retailers nationwide, Supervalu noted.