On October 30, Velocity This Week Live, hosted by Christopher and Laraine Durham, delivered the latest news, insights, and trends within the private brand industry. Christopher Durham, President of the Velocity Institute, and Laraine Durham, VP of Marketing and Events, welcomed viewers to a packed episode, underscoring the show’s mission as the leading source for all things Private Brand, Private Label, and Retailer-owned Brands. Together, they set an engaging and informative tone, blending Christopher’s expertise with Laraine’s focus on events and audience engagement. They promised a mix of breaking news, industry insights, and updates on upcoming events—ensuring viewers stay well-informed and ready to navigate the competitive landscape of private brands.
Target’s Affordable Thanksgiving Bundle:
Christopher kicked off the news with Target’s announcement of a $20 Thanksgiving meal bundle, featuring essentials from the retailer’s Good & Gather line. This bundle provides everything needed to serve a Thanksgiving meal for four, with the option to double it for larger gatherings. Key items include a Premium Basted Young Turkey, russet potatoes, green beans, stuffing mix, cranberry sauce, cream of mushroom soup, and gravy, with side dishes and desserts like pumpkin pie available for under $5. Rick Gomez, Target’s Executive VP and Chief Commercial Officer, explained the motivation behind this initiative: “We’re delivering high-quality food, great value, and hosting options that allow our guests to create memorable moments without overspending.” As a bonus, Target Circle 360 members can receive a free frozen pizza with any same-day delivery order placed between November 13-16. Target’s holiday lineup includes nearly 700 new food and entertaining items, positioning the retailer as a one-stop shop for Thanksgiving and holiday needs.
Leadership Shift at Couche-Tard:
Laraine reported on Alimentation Couche-Tard, the parent company of Circle K, appointing Amy Jenkins as the new global head of retailer-owned brands. Jenkins’ extensive experience, including roles at Lowe’s, Hatched Consulting, Shutterfly, and Springs Creative, makes her a seasoned addition to Couche-Tard. Her appointment marks an important leadership shift as the company accelerates its private brand expansion worldwide. In a recent briefing, Alex Miller, Couche-Tard’s Chief Operating Officer, and CEO-elect noted, “We see customers choosing private label… [it’s] growing for us high single digits to low double digits across all of our geographies.” Couche-Tard is on track to introduce over 100 new private-label products this year, with plans for continued growth to meet shifting consumer needs.
Penny Italia’s Forever You Brand Launch:
Christopher introduced Forever You, a new private brand line from Penny Italia targeted at customers aged 50 to 70, emphasizing health and well-being. Available from November 7, this brand features 15 products, including functional foods enriched with nutrients like beta-glucans, omega-3, and arabinoxylans for heart health and blood sugar support. Cosmetics in the line are formulated with low nickel content for enhanced hydration and gentle cleansing. Nicola Pierdomenico, President of Penny Italia, shared the brand’s mission: “We aim to act as a sustainable retailer—one that promotes healthy living while understanding and addressing emerging market trends.” Penny Italia plans to expand Forever you to 25 products by spring 2025, with projected first-year revenue of €3.5 million.
Sainsbury’s Comic Relief Partnership:
Laraine covered Sainsbury’s partnership with Comic Relief to combat food poverty, pledging over five million meals this winter. Proceeds from sales of by Sainsbury’s and Free from Classic Mince Pies will support Comic Relief’s efforts, with additional donation points available in-store and online. Ruth Cranston, Sainsbury’s Director of Corporate Responsibility, highlighted the impact: “This partnership ensures festive purchases make a real difference.” Sainsbury’s will also donate a portion of profits from other seasonal items, including festive sandwiches and Nourish the Nation gifts, to provide nutritious meals and reduce waste across the UK.
Kroger’s 2025 Food Trends:
To wrap up the news, Christopher delved into Kroger’s forecast for 2025 food trends, highlighting the retailer’s commitment to innovation within its private brands. These trends, developed by Kroger’s team of chefs, product developers, and data scientists, reflect a blend of quality, value, and exciting flavors tailored to evolving consumer preferences. The five trends include:
- Food Dupes: Private-label alternatives that rival national brands in quality and value.
- Bold & Briny Flavors: Ingredients like olives, pickles, and kimchi are gaining popularity for their complexity and tanginess.
- The Protein Renaissance: Plant-based proteins are expanding as consumers view protein as essential for daily wellness.
- Pepper Palette: Flavorful peppers like hatch chiles and Calabrian varieties are appearing in mainstream dishes.
- Hail, Caesar: The classic Caesar salad is making a comeback in various new formats, from pizzas to wraps.
Juan De Paoli, Kroger’s VP of Our Brands, noted that these trends allow customers to “enjoy trending flavors and exciting new products without breaking the bank,” underscoring Kroger’s role in making quality, innovative products accessible.
As the episode concluded, Laraine encouraged viewers to subscribe, like, and hit the bell icon on YouTube to stay notified for future episodes. Christopher wrapped up with an invitation to join the conversation on LinkedIn, welcoming questions and feedback from industry professionals and private brand enthusiasts alike. Together, Christopher and Laraine bring a dynamic blend of industry expertise and audience engagement, making Velocity This Week Live a valuable resource for anyone interested in the private brand sector.
Join Velocity This Week Live every Wednesday at 1:00 PM EST on LinkedIn and YouTube for the latest in private brands, insights, and discussions shaping the future of retail.
Join Us at the Third Annual Velocity Bold Bash on November 18 – The Most Exciting Party of the Year!
End your day at the PLMA trade show with an unforgettable evening at the Third Annual Velocity Bold Bash presented by Equator on Monday, November 18, 2024, from 6:00 to 8:00 PM CST. Hosted at Joe’s Live Rosemont, located at 5441 Park Place, Rosemont, IL—just steps from the Donald E. Stephens Convention & Conference Center—this year’s Bold Bash is the networking event you cannot miss.
Celebrate the Best in Private Brands
Meet and mingle with private brand industry leaders, including retailers, manufacturers, and solution partners, for an evening of cocktails, conversations, and connections. The Bold Bash is also home to the Velocity Institute Bold Awards, honoring the boldest innovators and champions shaping the future of private brands. This annual award highlights Retailer-owned Brand leaders who are pushing boundaries and setting trends in the industry.
Adding to the excitement, Andrew Diehl and the Nightmen will rock the stage with their electrifying rhythm and blues, setting the perfect atmosphere for a night of celebration and camaraderie. Whether you’re looking to connect with key players in the industry or simply unwind after a busy day, the Bold Bash promises to be the most exciting party of the year.
Don’t miss out on this must-attend event! Register now to secure your spot at the premier networking event of the season, and get ready to celebrate the best and boldest in private brands. See you at Joe’s Live on November 18!
About the Author: Christopher Durham
