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By Posted on Posted in Brands, Private Label, Retail Distribution, Supermarkets, USA No Comments

The Nice! brand name, two years in the making, began to appear on Walgreens store shelves last month on food products from soup to nuts. The rollout of more than 400 items, mostly grocery and paper products, is scheduled to accelerate this month and wind up at all 7,742 Walgreens and Duane Reade drugstores nationwide by January 2012.

“You will see a lot of transition within Walgreens brand portfolio over the next 12 to 18 months,” said Maurice Alkemade, divisional vice president, general merchandise manager for private brands in an article for the trade publication Private Label magazine.

Graphics on Nice! are bold, clean, and designed to be easily recognizable and simple to shop. An integrated marketing campaign will build on the brand’s message around quality and savings compared with other national brands, as well as the wide variety of everyday essentials under the label accessible from neighborhood Walgreens stores.

AC Nielsen consumer research shows that 75% of Walgreens shoppers purchase store brands in Walgreens.

By Posted on Posted in Private Label, Retail, Switzerland 1 Comment

Migros the Swiss retailer, will be extending its private label range, M-Budget, from 500 products to count 600 products by the end of this year. In addition, a modernization of the design of the packaging of many items has occurred during this extension process.

Clients who will enter Migros stores during the coming days cannot miss the huge displays of green and white products. M-Budget range is appreciated by all generations but also by a growing number of small households, including one person who are willing to buy products with green and white packaging that are cheap and quality.

Migros has also launched a poster campaign with the many facets of the M-Budget products

By Posted on Posted in Private Label No Comments
To people not really familiar with what private labels are, these are products available inside a store carrying the name of the store or a sub-brand owned by the store. This concept was first introduced in France in 1976 by Carrefour, one of the largest retailer in the world. Usually these products are less expensive than the same items bought under a known brand.


In France, according to a survey carried out by the Secodip Institute in 2005, private label sales represent today in this country 27,2% of the sales in the retail industry (supermarkets and hypermarkets) against 18,1% in 1996. The multinationals reacted to this progression by lowering their own prices.
But today more and more we are seeing that retailers who are focusing on their private labels, are imitating the big boys, when it comes to packaging design and product presentation, leaving a very small differentation, so the consumer can make his choice, specially when the consumer is loyal to a multinational brand, he will buy impulsively, sometimes without paying much attention to the item and he will get disappointed once he reaches home and start emptying his bags.
Such behavior, might cause trouble to the private label brands, letting the consumer in an eternal question of loyalty to his brand and thinking that the retailer is trying to mislead him.
  Definetely we will see more and more development in private label brands in the coming years and mainly in the food sector, but for sure the multinational are putting this evolution on their priority list in creating brand extensions and products extensions, so they make sure the market share is not going elsewhere.I would love to see retailers being more creative on their private labels presentations, as if we go into a more close comparison we will see lots of products looking like ” Dolly the sheep “.

Casino, Carrefour & Cora are French retailers, retailing in France is better known by: “La Grande Distribution” or “Les Grandes Surfaces”.