What's New in Private Label

Private Label At FMI: Navigating Beyond The "Sea Of Sameness"

CHICAGO - The medium, for the moment, may be the exhibit floor at the Food Marketing Institute (FMI) Show here. But the message is being heard elsewhere. For example...

The Grand Rapids Press reports that major grocery chains in West Michigan are adding more and more private label products "to their shelves regularly, saying private labels build customer loyalty and retailers keep more of the profits."

According to the Press, "No longer relegated to a few products in drab, black-and-white packaging tucked away in the 'generic' aisle, private-label products command a significant portion of shelf space, rubbing shoulders with Del Monte, Kellogg and Bird's Eye."

And the New York Times reports on the private label strategy being used by Publix, which it says is "striking" because "instead of echoing brand-name designs, Publix's products have their own look: clean, clever and - with lots of white space and simple but crisp typography - vaguely upscale."

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