CHICAGO — The private-label trend at retail continues to gain steam as Supervalu CEO Craig Herkert shared plans last month at its annual shareholders meeting to expand Supervalu's private-label program now through February 2012.
In discussing its private-brands program, Herkert said that the company expects to deliver a 100-basis point annual improvement in private-brand sales per year over the next three years. As part of its plans, the company announced that it intends to move to a new single national brand-equivalent private brand — Essential Everyday — to replace existing banner-branded products.
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