Retail News Breaks Archives
Stop & Shop relaunches no-frills private label
January 18th, 2012
QUINCY, Mass. – Stop & Shop is reintroducing its Guaranteed Value private label with a new look and new products.
Stop & Shop said it will "continuously be adding new items" to the Guaranteed Value line.
The Ahold USA supermarket chain said Wednesday that the former Guaranteed Value yellow, blue and red packaging has been replaced with a bright orange and white design that spotlights the value offered with each product.
Stop & Shop noted that the no-frills design makes Guaranteed Value products easy to find on the shelf.
The Guaranteed Value label currently has about 200 products, and Stop & Shop said it will "continuously be adding new items" to the line. Guaranteed Value products are most aisles of the store, including the dairy, meat and produce departments, and include such food items as cereal, snack foods, spaghetti sauce, canned vegetables and ice cream; household items like laundry detergent, paper towels, cutlery and trash bags; health and beauty care products such as toothbrushes and body wash; and pet products like dog and cat food, treats and litter.
According to the grocery retailer, prices of Guaranteed Value products average 20% to 25% less than what customers would pay for similar national brands, and more than 60% of the line is sold for $2 or less.
"With rising food and gas prices, customers are seeking more savings than ever, and our Guaranteed Value products offer customers the ability to save on many of the items they need at prices family budgets demand," stated Stop & Shop spokeswoman Suzi Robinson. "We continue to quality-test and improve on all of our Guaranteed Value products to ensure customer satisfaction."
Stop & Shop operates more than 400 supermarkets in Massachusetts, Connecticut, Rhode Island, New Hampshire, New York and New Jersey.