Supervalu Expands Distribution of Essential Everyday

LAS VEGAS — Supervalu [3] is extending the Essential Everyday private-label created last year to consolidate its retail stores' banner brands, to select independents.

Since last June, traditional Supervalu stores have transitioned to Essential Everyday in the cereal, wholesome snacks, pasta and pasta sauce categories. Once the full rollout is complete early next year, the 2,400-item line will be available to more than 2,000 of the company’s independents nationwide. 

The change provides Supervalu with a single, recognizable brand name that will help create efficiencies in advertising and marketing the products on a national and local scale. “The addition of our independent grocers truly helps establish Essential Everyday as its own national brand, with a reach to more than 3,000 grocery stores and millions of customers every week,” said Leon Bergmann, president of Supervalu’s independent business, in a statement.