Save Mart expands private label offerings

Dive Brief:

Save Mart has expanded its private label offerings with Crav’n-branded products, the grocer said in an emailed announcement on Monday.
The new items, which include chips, snacks, cereals, frozen foods and desserts, are now available at Save Mart, Lucky California and FoodMaxx stores.
The new additions come just after the grocery company strategically expanded its private label portfolio and ramps up to add even more options.

Dive Insight:

Save Mart opted to add Crav'n products to its assortment as a way to provide consumers with fast and easy snacks and meals, Rebecca Calvin, the retailer's chief merchandising officer, said in the announcement. At a time of high inflation, Save Mart also noted the Crav’n products are “affordable.”

Crav'n, which is also sold by a number of other grocers, including Hy-Vee, Acme and Food City, is one of the many brands under Topco, a cooperative that procures and distributes private label grocery products. Save Mart is among Topco's dozens of member-owners.

Crav’n joins Save Mart’s other private label brands, including Sunny Select, Sunnyside Farms dairy and premium line Pacific Coast Selections. The grocery chain said even more private label products are coming.

“Over the next 18 months, we will continue to unveil a variety of ‘Our Brands’ choices for customers that will meet their unique needs,” Calvin said.

Save Mart, which operates stores under the Save Mart, Lucky California and FoodMaxx banners, is the latest grocer to announce a private label expansion. At the start of November, Hy-Vee unveiled a gluten-free private label line. Walmart launched premium private label wines and private label beef earlier this year.

The pandemic is continuing the sales boom that private label sales have experienced in recent years. In the grocery channel, own brands increased nearly 15% from 2019 to 2020, reaching $64.3 billion, per IRI data cited by the Food Industry Association. In a recent report, the trade group found that 91% of surveyed food retailers and manufacturers are planning to significantly or moderately ramp up their private label efforts in the next two years, and, due to the pandemic, 77% said they are rethinking assortments and supplier strategies.