Dive Brief:
- Hannaford unveiled last week a redesign of its private label packaging.
- “We wanted to make sure that the visuals were really appealing, that there was appetite appeal on our packaging, and that there was consistency,” Sarah Guzmán, the regional grocer’s vice president of marketing, said in an interview.
- Consumers have shown an increased interest in Hannaford’s private label assortment, Guzmán said, which led to the Ahold Delhaize USA banner’s decision to revamp the line’s packaging.
Dive Insight:
Giving its private label a more consistent design and making the items easy to spot were priorities in Hannaford’s revamp, Guzmán said.
Compared to the prior package designs, the updated ones are simpler, featuring just the company’s name in bold, red block letters. The goal is to present Hannaford’s store brand as a high-quality product, she said.
“What customers are looking for when they’re shopping is being able to make easy, quick decisions that meet their budget. And so anything we can do on packaging that helps make things bolder, more clear, easy to find [and] easy to read is also really important,” Guzmán said.
Hannaford’s private label revamp took roughly a year, starting last year with consumer research to understand the changes they needed to make, according to Guzmán.
“Through research, we learned a number of things… but I think the biggest one was that the customer really wanted the pack design to reflect the quality that they know and to keep maintaining the value,” Guzmán said.
Currently, only a select number of Hannaford’s store brand items sport the updated packaging, Guzmán said, adding that a gradual rollout will continue into next year. A press release from the grocer noted that Hannaford cold brew is one of the first items customers will see sporting the new design, followed by pickles and olives.
While product additions are not part of the redesign process, Guzmán noted that customers can still expect to see Hannaford update its assortment as it introduces the new packaging to stores.
Ahold Delhaize USA is positioning itself to make additional moves in private label. The company recently created an Own Brands division and appointed company veteran Abby Cook as its inaugural leader.
