Supervalu to Work with Daymon on Private Brand Strategy

MINNEAPOLIS - Supervalu Inc. here has signed Daymon Worldwide as its sales and marketing partner, to support the operator's newly combined Own Brands organization.

"Our main goal was to select a partner whose strengths in brand management and retail merchandising can help us to achieve our objectives in delivering revenue growth behind market-leading mega-brands," said Michael Witynski, Supervalu's group v.p./Our Own Brands.

"We are committed to driving our competitive advantage by leveraging scale and innovation while over-delivering on consumer expectations," Witynski said. "Daymon's experience, global industry knowledge, and strategic alliances will help us bring this to our consumers."

Supervalu said it has consolidated its private brand programs under a single sales and marketing strategy program to build a best-in-class program across the company that will provide significant opportunity to build customer loyalty and industry differentiation.

The retailerwholesaler said it expected to fully consolidate all private brand programs by February 1, 2007.

Daymon already has a strong track record with Supervalu, including the development and launch of the company's successful Carlita, Stone Ridge, and Nature's Best brands, said Witynski. "We are looking forward to continuing this record of success with Daymon as we build our Own Brands program together."

As one of the largest companies in the United States grocery channel with annual sales approaching $40 billion, Supervalu holds leading market share positions across the country with its approximately 2,500 retail grocery locations.
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