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Giant Eagle Expands Corporate Brands With New Product Lines

PITTSBURGH - Giant Eagle, Inc. is in the process of introducing an expanded line of branded products in additional categories, including specialty Mediterranean and natural and organic foods, and a new Valu Time line of products storewide.

The 200-item Valu Time line is now available in the grocery, dairy, frozen, pet, and household categories at what the grocer describes as "incredibly low prices."

"Customers are spending more of their shopping food dollars at mass discounters and other value-oriented retailers," notes Giant Eagle v.p. of marketing Kevin Srigley. "The extremely enticing price of the Valu Time products allows us to offer our customers an even more compelling value proposition that combines great prices with the Giant Eagle focus on offering the region's freshest and highest quality."

Giant Eagle is also launching a new line of Laurenti Mediterranean Specialty Foods, which will be on shelves late this week, corporate spokesman Robert Borella told Progressive Grocer. The chain will also launch a new line of Nature's Basket natural and organic items, which Borella says will be available beginning in October. "Both of these product lines are targeted to accommodate the growing customer interest in cooking authentic Mediterranean cuisine as well as increasing demand from customers for natural and organic alternatives," he says.

Noting Giant Eagle's "great strides to provide our customers with a wide variety of company-branded items that accommodate various lifestyles and taste interests," Srigley says the Laurenti line will give customers an "opportunity to experience the very best in authentic Mediterranean cuisine. And for our customers who desire natural and organic choices, we are now offering a great-tasting new selection of corporate brand products in our Nature's Basket sections."

Available at select Giant Eagle supermarkets and developed exclusively for the retailer, Laurenti products are made with authentic ingredients that will competitively position the line against other Italian and imported specialty items in the category. The line includes a wide selection of pastas, canned tomatoes, balsamic vinegar, first cold-pressed extra virgin olive oil, a variety of pasta sauces, and glass-packed mushrooms, olives, and capers, among others.

To accommodate the dietary needs and preferences of the nearly 25 percent of Giant Eagle customers who purchase natural and organic items, the company's new Nature's Basket corporate brand line will offer customers more than 30 value alternatives in the categories of milk, soymilk, eggs, cereal, cereal bars, corn chips, and baby food.

--Meg Major
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