Kings Launching Rebranding Effort

PARSIPPANY, N.J. —  Kings Food Markets [3] here on Friday said it was relaunching its brand around the theme of fresh food inspiration beginning with a redesigned website [4] and store renovations throughout the year.

Kings operates 24 upscale stores in New Jersey and New York. Its new brand will be showcased at its Bedminster, N.J. location, which will reopen newly renovated and with new fresh departments on Feb. 3. At the Bedminster location, customers will find freshly rolled sushi, fresh-made pasta, made-to-order brick oven pizza, chef-inspired prepared foods, more than 400 international cheeses, an espresso and cappuccino bar, a gourmet juice bar, an expanded produce and floral boutique, online ordering and a contemporary café equipped with Wi-Fi.

Customers can also expect passionate, best-in-class store experts eager to deliver superior service via thoughtful pairing suggestions, recipe ideas and preparation tips, Kings said.

The new Kings logo incorporates an image of a whisk and the tagline “where inspiration strikes.”

“Our new logo and tagline, ‘where inspiration strikes,’ communicate that Kings shares our customers’ passion for and love of food,” Judy Spires, president and chief executive officer of Kings, told SN. “Kings wants shoppers to be inspired by moments in our stores where the freshest ingredients, rarest finds and the passion for cooking all come together to create the perfect meal.”

Kings’ new website mirrors the in-store experience and presents a more user-friendly interface with sections such as rare finds, unique gourmet recipes from Kings chefs, and daily menus of freshly prepared food available at each store.

“Consumers rely on Kings for a unique shopping experience and the highest quality foods, and we aim to build upon that strength with these enhancements,” Spires said. “We want our customers to continue to embrace the Kings experience in the future just as they do now.”