Dive Brief:
- SpartanNash announced Tuesday the launch of its new private brand called Finest Reserve by Our Family.
- The premium line features “gourmet flavors” with offerings like pastas, sauces, dressings and more, building on SpartanNash’s flagship brand Our Family.
- Finest Reserve aims to build on the momentum that SpartanNash’s Our Family brand has achieved with its focus on flavor, diverse variety and affordability, according to the announcement.
Dive Insight:
With Finest Reserve, SpartanNash is among the growing list of food retailers rolling out premium store brands that aim to marry upscale flavors with affordability.
“Research tells us that nearly half of today's shoppers view value and affordability as the most important factors when deciding what groceries to purchase,” SpartanNash Vice President of OwnBrands Jason Cunningham said in the announcement. "We're doubling down on our investment in our popular OwnBrands offerings to help shoppers maximize their budgets while still enjoying their favorite indulgences.”
The line currently offers artisan-crafted frozen pizzas; pastas; sauces; dressings and marinades; spices, salts and seasoning blends; chocolate; and wine. More products will get added, according to the press release.
SpartanNash said that products under Finest Reserve are made with “fresh and authentic ingredients” and that the line follows three core values: authentic, culinary and cordial. Consumers can expect Finest Reserve to have high-end items with a contemporary twist on traditional offerings at an affordable price, the company noted.
SpartanNash said that its OwnBrands products, including Finest Reserve, will be available at company-run retail stores and at its independent grocer customer stores across the U.S. SpartanNash currently operates 144 grocery stores mainly under the Family Fare, Martin’s Super Markets and D&W Fresh Market banners as well as dozens of pharmacies and fuel centers.
Other grocers, such as Ahold Delhaize’s Taste of Inspirations brand and Kroger’s Private Selection label, are also tapping into premiumization to attract customers and siphon their meal dollars. Good Food Holdings at the end of last year began rolling out its first banner-wide private brand, which focuses on unique items with a twist.
Last year, Natural Grocers expanded its premium quality house brand with the addition of several varieties of organic mustard while Southeastern Grocers offered a new limited-edition line of fall-themed private label products including premium ice cream flavors like pumpkin spice.
