Dive Brief:

• The Save Mart Companies is adding "hundreds" of new items per year to its existing lines as well as creating new ones as part of its ongoing private label expansion, according to a spokesperson for the company.
• New additions to its portfolio include the recently launched Crav’n Flavors line and an ice cream line under its Pacific Coast Selections brand — the company's first premium ice cream endeavor in private label, the spokesperson said. 
• With the expansion, Save Mart said it is focusing on a three-tier approach to its own brands’ value proposition: unique flavors, national brand equivalents and cost-saving options.

Dive Insight:

Save Mart is leaning into the common perception of private label as a cost-effective alternative to national brands — particularly at a time when record inflation is straining shoppers' wallets.

All told, the company's private label assortment includes more than a dozen brands spanning its low price, mid- and premium-tier lines. It offers lines dedicated to barbecuing, pet foods and baby care.

“With the economic pressures our shoppers are facing today, the ongoing expansion of our proprietary brand options and everyday solutions we provide, reaffirms our commitment to our customers in the strongest way possible,” said Rebecca Calvin, chief merchandising officer at The Save Mart Companies.

It's also selling brands with premium products, like its Pacific Coast lines, organic items from its Full Circle Market brand and pet food free of preservatives and artificial flavors under the Pure Harmony brand.

“We offer a growing assortment of everyday products including high quality organic and better for you options, meal and snack solutions, household items, pet food, personal health and hygiene," said Calvin.

The grocery company, which runs roughly 200 stores under the Save Mart, Lucky California and FoodMaxx banners in California and Nevada and was recently acquired by private equity firm Kingswood Capital Management, has focused on expanding private label in center store and fresh, primarily in the produce and the meat departments, the spokesperson said. Recent examples include a "bulk nuts and snack program" in the produce department and a new line of marinated tri-tip in four flavors under Pacific Coast Selections. 

Currently, the grocery company has 4,200 SKUs in its private label portfolio, the spokesperson said. Save Mart’s private label growth follows its addition of Crav’n-branded products last year.