Save-A-Lot to revamp its private brand strategy

During the fourth-quarter fiscal 2016 conference call for Supervalu Inc., Minneapolis, Eric Claus, CEO of St. Louis-based Save-A-Lot, said Save-A-Lot will be resetting its stores to make them "more relevant" to its customers. This reset will include the addition of one or two nationally branded must-have items, as well as a major private brand revamp. The store brand revamp will take place in three phases during the next 18 months and will include the introduction of a new store brand that will span a number of product categories.

"Our goal will be to create greater brand recognition and loyalty with a single name across much of the store as opposed to individual brand names across categories," Claus stated.

Save-A-Lot purchased the brand name America's Choice from the now bankrupt Great Atlantic & Pacific Tea Co. (A&P) and is planning to roll out the America's Choice private label line as a way of building "real equity" in its private brands, Claus said.