The store-wide, store-brand trend I mentioned in my last post was topic of discussion on the first day of the conference today.
Perry Seelert, managing partner of New York-based branding and design firm United dsn, spoke about how the new Wholesome Goodness will make a statement throughout the store at Wal-Mart Canada’s supercenters.
“We’re touching every category,” Seelert said.
The brand currently stretches across 16 Center Store categories, including cereal, dressings, juices and tortilla chips. Following the Center Store rollout, Wholesome Goodness will start appearing in the perimeter, followed by nonfood.
“We wanted to touch the most highly consumable categories,” Seelert said.
The brand is positioned as a line of nutritious, good-tasting foods with simple ingredients.
“Bringing nutritious and delicious together for the first time,” is the tag line.
Along with Wholesome Goodness, United also worked on A&P's Via Roma, Green Way and Hartford Reserve lines.