Southeastern Grocers launches private-label transformation


JACKSONVILLE, Fla. — Southeastern Grocers, which operates the Bi-Lo, Fresco y Más, Harveys and Winn-Dixie banners, announced Thursday that it will be transforming its private label brand in its largest-ever undertaking, which will encompass some 3,000 items across categories throughout each banner. 


The company has already tested more than 2,330 of its own-brand items, which the company has said led to improved quality reformulations on more than 2,260 products, and that the roll-out that will take place over the next year will bring better quality, value and differentiation to customers without increasing price. 


“By purchasing new Southeastern Grocers own brand items, customers will enjoy known brand quality at own brand price savings between 20% and 30% on their groceries… and if you don’t agree, then you can have the own brand product on us,”  Southeastern Grocers president and CEO Ian McLeod said. “We are committed to providing quality products to our customers.”


The company will be launching three new brands — SE Grocers Essentials, which focuses on budget household basics; SE Grocers, products that have the same taste and quality of established brands; and Prestige, which offers such specialty and indulgent products as ice cream. 


The company will be using its SEG Sensory Lab to conduct product development and consumer taste-testing trials throughout the year. Some of the products hitting shelves this month are SE Grocers Popcorn, Prestige Popcorn, SE Grocers Potato Chips in 21 varieties and 107 SE Grocers Essentials. 


“Not only are we transforming by investing in our stores and in lower prices, but we are also investing in the quality of our products,” McLeod said. “I am pleased to announce our largest-ever program of product development, with the launch of three new and refreshed Southeastern Grocers brands — SE Grocers Essentials, SE Grocers and Prestige.”


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