Tops Markets revamps private brand products

Tops Markets LLC, Williamsville, N.Y., said it reformulated its Tops brand line of products, which encompasses thousands of items, with many of them now boasting "cleaner, simpler ingredients," as well as "more attractive" packaging.

“Our shoppers are continually looking to Tops for value, convenience and variety, and the revitalized line of Tops brand products will surely meet those needs and more,” said Frank Curci, Tops Markets chairman and CEO. “Customers will find them to be great a complement to the national, regional and local brands that Tops is well known to offer them.”

Many of the Tops brand products were developed in coordination with vendors from across western New York, Tops said, reaffirming the retailer's commitment to the region. The relaunch also includes hundreds of household items such as paper products and cleaning supplies.

Included among the Tops brand items produced locally are Tops bottled water, iced tea and apple juice made by Mayer Bros. in West Seneca, N.Y., as well as Tops brand salad dressings and marinades made by Bay Valley Foods in Erie, Pa. In addition, a variety of store brand fresh dairy products are from western New York, including eggs from Kreher Farms in Clarence, N.Y.; string cheese and Ricotta cheese from Lactalis in Buffalo, N.Y.; and cottage cheese, French onion dip and Greek yogurt from Upstate Farms in Buffalo. Tops brand milk comes from Upstate Farms and Spencerport, N.Y.-based Byrne Dairy, the retailer noted.

In store, customers will find about 1,200 newly redesigned Tops Brand products; another 1,000 items are currently in various stages of redesign and will hit store shelves through the spring of 2017.

“Undoubtedly, these efforts represent a significant makeover of Tops brand products, and we are very proud to make these items available to our customers,” Curci said.

In support of the launch of the new Tops Brand, the company said it is launching a robust marketing and advertising campaign focused on print, digital, in-store and broadcast media, along with a thorough social media effort. Tops brand products will be promoted beginning Sept. 11 and in Tops’ sponsorship of the Rex Ryan Show, with the head coach of the Buffalo Bills.

The company also introduced a new Tops brand logo and a supporting promotional tagline of “Tops Brand Products: Home Made Happy.” These will be prominently displayed in-store and in advertising, the retailer said.

“The time was right to give Tops brand products a closer look, and the results already indicate that it was a worthwhile effort,” said John Persons, Tops’ president and CEO. “Store brands are more popular than ever before, and in many cases, they are the preference of shoppers. Our own research and customer feedback, combined with national data and trends, support that.”