Economic downturn aside it’s about private label retailer improved quality and selection that is driving the success; a 2010 global online survey conducted by The Nielsen Company found. Much of that success is driven by newly created brand managers from what I am hearing.
The Nielsen survey continued “Fully 88 percent of shoppers globally said they intend to keep buying private label even after the economy improves, suggesting that store brand quality has reached parity with national brands and delivers on consumer expectations”.
Private label brand managers at Wegmans have created a “great-tasting better-for-you comfort food”. (package above), “Super Pasta is a light brown color, but as it cooks, it turns a lighter shade, close to that of traditional white pasta. In both taste and appearance, it resembles traditional white pastas, which may be a plus in winning over those who have turned away from whole wheat pastas before, according to Wegmans’ product developers.” If success leaves clues, private label products will become a force within the food marketplace.
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