Dive Brief:
- Save A Lot announced Monday it has launched a new Hispanic private label brand, La Tierra de Sabores.
- The new line includes an assortment of Hispanic items previously sold under the Tio Santi and Caracara brands along with various new items like plantain strips.
- The private label revamp builds on Save A Lot’s recent efforts to court Hispanic shoppers.
Dive Insight:
Save A Lot said refreshing its Hispanic private label will help it expand its “culturally relevant” private label offerings.
The new additions to the La Tierra de Sabores brand will reach stores later this month and include bagged rice and plantain strips. Items transitioning to the line from the Tio Santi and Caracara brands will become available under La Tierra de Sabores in the coming weeks, Save A Lot said.
The new brand includes red, green, yellow and white packaging that the discounter said gives the line a modern look.
“By refreshing and expanding our Hispanic private label assortment, we’re making it easier for customers to find trusted, authentic options at prices that fit their everyday needs,” Sally Fatzinger, the grocer’s vice president of center store merchandising, said in the announcement.
Last summer, Save A Lot debuted a new store format called Save A Lot y Mas in Overland, Missouri, that offers an expanded selection of fresh Hispanic produce, specialty meats and locally sourced baked goods. That new format came less than a year after Save A Lot launched Ahorra Mucho, a discount store catering to Hispanic shoppers.
Other grocers are also ramping their efforts to serve up authentic and affordable multicultural cuisine, particularly for the growing Hispanic shopper cohort. At the start of this year, SpartanNash opened the first small-format location under its Hispanic grocery banner Supermercado Nuestra Familia. Last month, Hispanic grocery chain Vallarta Supermarkets unveiled plans to open a new store concept that features an in-house seafood restaurant.
