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Celebrity Chef Creates Private-Label Recipes

MINNEAPOLISSupervalu’s Essential Everyday private-label brand is featured in several recipes from Antonia Lofaso, a participant of Bravo’s Top Chef reality show.

Three Bean Chili, Sicilian Pasta and Broccoli and Crispy Cauliflower with Parmesan are among the recipes prominently featured on Supervalu’s retailer websites. Each is made almost entirely from Essential Everyday items.

“Antonia created this collection of recipes for Essential Everyday,” Supervalu’s retailer websites read. “From wholesome breakfasts, to delicious snacks and savory dinners, Antonia’s creativity will help brighten your family’s next meal.”

Read more: Store Brands to Hold 30% Share Says Rabobank

In addition to being a restaurateur and chef, Lofaso is author of “The Busy Mom’s Cookbook.”

Essential Everyday is a national-brand-equivalent private label that has replaced Supervalu’s store-banner items throughout the company. Supervalu recently announced that it will expand Essential Everyday brand from select categories to 2,700 of the most shopped-for products across more than 100 categories throughout the grocery store by 2013.

Essential Everyday products are available at approximately 3,300 stores nationwide, including Acme Markets, Albertsons, Cub Foods and Jewel-Osco.

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