CHICAGO — Family Dollar  is so committed to its new Family Gourmet private-label food line that it plans to add an additional 70 items soon, according to Mary Rachide, the discount chain’s DVP of private brands.
The new items will start rolling out in January, Rachide said Monday in a presentation at IIR’s Private Brand Movement Conference.
Rolling out now, the Family Gourmet line includes about 70 food items.
All products are tested against a national-brand equivalent, and backed with a guarantee that the full purchase price will be refunded if the buyer is not satisfied with the quality.
“Lower your price, not your standards,” is the brand’s tagline.
Family Dollar is currently promoting Family Gourmet breakfast items for 25% off, including coffee creamer, 8 ounces, 90 cents; Classic Blend Coffee, 34.5 ounces, $4; ready-to-eat cereal, 15-17 ounces, $1.50; and Toaster Pastries, 6-count, 75 cents.
The Matthews, N.C.-based chain operates more than 6,700 stores in 44 states.