Wednesday, June 29, 2011

Private label food brand managers are out branding legacy retail food brand managers.

Private label branded products contribute too the success of Trader Joe’s, Whole Foods, Kroger, Starbucks and Walgreens brands while building market share, top line sales and bottom line profits. Without inflated ego’s professional brand marketers continue to create, position and place quality consumer focused products that garner a loyal following.

Economic downturn aside it’s about private label retailers improved quality and selection that is driving the success. A Nielsen survey found “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 have created great-tasting better-for-you comfort food utilizing legacy brands niche success but adding their own twist to create differentiation within consumers comfort zone. Here at Foodservice Solutions® we contend that differentiation does not mean different it means familiar with a twist. Success does leave clues and private label brand managers are picking them up and exploiting them in the Ready-2-Eat and Heat-N-Eat fresh and prepared food niche.

Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions® Bing or Google Grocerants or visit, or Facebook Steven

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