Supervalu Launching New Private Label

ROSEMONT, Ill. — Supervalu said Tuesday that it would roll out a new national brand equivalent private label, Essential Everyday, to replace its store-banner items throughout the company.

ROSEMONT, Ill. — Supervalu said Tuesday that it would roll out a new national-brand-equivalent private label, Essential Everyday, to replace its store-banner items throughout the company.

Plans for the rollout were discussed by executives of the Minneapolis-based chain during an investor presentation here. Julie Dexter Berg, Supervalu’s chief marketing officer, said the effort would begin shortly in the cerea

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