Roundy's Hits the Mall for Private Label Taste Test

MILWAUKEE -- Roundy's Supermarkets, Inc. here put its private label program to the test with mall goers, and said it was pleased with the results.

The parent company of Pick 'n Save, Copps, and Rainbow food stores last weekend challenged holiday shoppers at six area malls to tell the difference between Roundy's brand products and the national brand equivalents of the same items.

Vivian King, Roundy's spokeswoman, told Progressive Grocer the company was "pleasantly surprised that many people liked the Roundy's brand products better than the national brand."

King would not reveal specific results of the taste tests, however. She said the Roundy's items tested included string cheese, bread and butter pickles, strawberry toaster pastries, and cinnamon graham crackers.

Taste-tester participants received $5 off a $50 purchase at any Pick 'n Save, Copps or Rainbow stores, in addition to being eligible to enter a drawing to win a basket of Roundy's brand products.

King said the company was especially encouraged by the "very honest" shopper feedback that the taste-test effort had generated. Further, she said, the testing methods "allowed participants to say exactly what they wanted about the products - good or bad. We really appreciated the candid feedback."

King added that no matter which version of the items, national brand or store brand, that the shoppers preferred, "The bottom line is the fact that shoppers can get both products at Roundy's stores."

With nearly $4 billion in sales and 21,000 employees, Roundy's operates 147 retail grocery stores under the Pick 'n Save, Copps and Rainbow Foods banners in Wisconsin, Minnesota, and Illinois.
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