Wakefern Food Corp.’s multi-year Retail Brands (private brands) reinvention is leading to new successes, even as the large Northeast retailer takes its innovation strategies to the next level.

Executives from the company, which operates stores under the ShopRite banner, recently outlined the latest directions during The Velocity Conference, and cited strong customer acceptance of new product offerings.

“The timing could not be better for us,” said Chris Skyers, Vice President, Own Brands. “We’re able to offer such great quality and great value in this economy.”

Private Brand Outperforms

Wakefern began its portfolio reinvention three years ago in an effort to adjust to a changing customer base and a new competitive landscape. Early strategies to enhance Private Brands ranged from dramatically increasing the size of its brands support team to rethinking products and designs. The retailer introduced new private brand lines — Bowl & Basket in grocery and Paperbird in nonfood — and revamped its Wholesome Pantry organic/free-from line. The retailer has kept the momentum going and is reaping the benefits. Private brands at ShopRite are outperforming the market in the retailer’s trade area and in the total U.S., Skyers said.

Leveraging Innovation Strategies

Among the innovation efforts fueling Private Brand growth are the following:

• Entering New Categories: The retailer has extended brands into new categories, such as taking Bowl & Basket into fresh meat, a move that has worked out very well.
• Embracing Specialty: Wakefern is leveraging a collection under the Bowl & Basket Specialty brand to relay product stories and support new item launches, such as for meatless items.
• Driving Supplier Innovation: The retailer is conducting own brand innovation summits that help to engage with suppliers and develop new concepts.

Another Wakefern speaker, Glenn Pfieffer, Design & Packaging Manager, Own Brands, described the retailer’s test-and-learn approach to innovation. “Not everything works, so you need to kill some things after a year or 18 months,” he said. “But our innovation creates a halo effect around the brands and the store.”

Emphasizing Continuous Improvement

Wakefern has focused on continuous improvement in its multi-year effort, and has kept the Velocity audience updated along the way. For example, in a 2020 Velocity presentation, Skyers said the Wholesome Pantry line was being elevated with new designs and products, with organic produce as the first area of focus.

Continuing the Journey

Wakefern eyes a long runway ahead for further Private Brand development and innovation, and has been enhancing its digital marketing strategies to reach younger shoppers.

“Were’ still early in our journey,” said Skyers.