Grocery distributor Krasdale Foods has redesigned its private-label logo and packaging.
White Plains, N.Y.-based Krasdale, which serves more than 300 independent supermarkets in the Northeast and Florida, said yesterday that the new look represents the first update to the label in several decades.
Keeping with the original color palette, the new Krasdale logo features a white font on a red background but a simpler, more streamlined design, the food wholesaler said. It also reflects Krasdale’s history by including a reference to the year that the company was founded, 1908.
In addition, Krasdale has updated the product packaging to include new colors and a fresh look. (Photo courtesy Krasdale Foods.)
"We wanted to modernize it and make it have a more current feel while still honoring the past," according Dennis Hickey, chief merchandising officer at Krasdale Foods "As a 111-year-old brand, we recognize the importance of evolving with the times, staying relevant in an ever-changing environment."
Krasdale said it has started to convert its private-label products to the redesigned items, replacing old items as they move off store shelves. The company expects to finish the switch by January 2020.
Primarily supplying retailers in the metropolitan New York area, Krasdale operates a 325,000-square-foot distribution center in the Hunts Point section of the Bronx. About 15% of the facility’s volume is the Krasdale brand, aimed at offering grocery stores a lower-priced but high-quality option for their customers.
Store banners supplied by Krasdale, which has annual sales of about $675 million, include C-Town, Bravo, Aim and Market Fresh supermarkets as well as mini-groceries Shop Smart Food Markets and Stop 1 Food Mart. The company also serves delis, drugstores, convenience stores and a range of other independent merchants selling food and groceries, reaching around 2,500 retailers overall.
Along with grocery wholesale, Krasdale’s business includes marketing, merchandising, supply chain, financing and other services through its Alpha 1 Marketing, Beta II Marketing, Consolidated Supermarket Supply (CSS), KoolTemp Foods and Waverly subsidiaries.