Safeway, Supervalu Bring PL In-House

MINNEAPOLIS Private-label innovations designed to meet the needs of top shoppers could proliferate as Safeway and Supervalu take greater ownership of their respective corporate brands, said Jim Hertel, managing director of Willard Bishop, Barrington, Ill. Last week Supervalu announced a strategy shift involving its Own Brand teams working more closely with its merchandising and marketing teams. Given

MINNEAPOLIS — Private-label innovations designed to meet the needs of top shoppers could proliferate as Safeway and Supervalu take greater ownership of their respective corporate brands, said Jim Hertel, managing director of Willard Bishop, Barrington, Ill.

Last week Supervalu announced a strategy shift involving its Own Brand teams working more closely with its merchandising and marketing teams. Given the plan, it will end its relationship with Daymon Worldwide on May 14.

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