Giant Food Promotes Private Brand with Loyalty Program

Giant Food, announced this week a new promotion through its Giant Flexible Rewards loyalty program which will allow shoppers to redeem their rewards points for Retail Brand (private brand) products at reduced point requirements. The new promotion comes as Giant celebrates serving one million Flexible Rewards program members, as well as the program winning Best-In-Class at the 2022 Loyalty360 Awards earlier in September.

The promotional program, running from Oct. 1 to Dec. 31, 2022, gives digital Flexible Rewards members the opportunity to redeem their points for popular store brand products such as bread, milk, vegetables, bottled water, and more. Product redemptions for the participating items will now be available for only 50, 75, or 100 Flexible Rewards points, on average a 50-75% discount compared to typical redemption value for grocery savings, allowing customers to experience increased value in everyday shopping.

“Delivering value to our customers is one of our highest priorities at Giant and this new promotion program within Flexible Rewards is one way we can offer customers more savings on the products they purchase regularly,” said Ryan Draude, Director of Loyalty at Giant. “We are thrilled to be serving over one million Flexible Rewards members and look forward to continuing to deliver competitive value offerings to our loyal customers.”

Participating private label products in the promotion include bread, milk, bacon, frozen vegetables, mandarin oranges, romaine lettuce, bottled water, and shredded cheese. Each participating product may be redeemed once weekly during the length of the promotion. Members may redeem points for products in-store or on the Giant Food mobile app. For a full list of participating products, visit

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By Published On: October 4th, 2022

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.