Grocery and fresh food distributor SpartanNash has introduced a Clean Ingredient Initiative for its Our Family and Open Acres private label brands that focuses on simpler products with reduced ingredient lists and clean, easy-to-read labels. SpartanNash is joining a growing movement among private label product companies to tap into our Clean Living investing theme and to a lesser extent our Middle-class Squeeze and Digital Lifestyle ones as well.
While most first think of private label brands because of their more affordable price points, as Nielsen points out “private-label growth is also being driven by the wider choice that the digital economy offers to consumers and the globalization of shopping trends (media, technology, e-commerce).” We’ve seen this first hand with Thematic King Amazon as it flexes its private label products across food, furniture, apparel, and basics. Add in the growing tailwind associated with consumers shifting their food, snack and beverage preferences for healthier and good for you products, and SpartanNash has tapped a thematic trifecta.
In 2018, more than 425 private label products underwent packaging redesigns or reformulations to remove synthetic colors, MSG and other ingredients. This year, another 175 products will be added to the Clean Ingredient Initiative. For example, Our Family ice cream now has four SKUs that contain only four or five ingredients, including milk, sugar, cream and the appropriate flavoring. SpartanNash has also successfully partnered with its manufacturers to remove added MSG from a number of Our Family soups, and Our Family fruit and grain bars have been reformulated to remove synthetic colors.
“Consumer preferences are changing, and our store guests are looking for healthier food options, clean labels and ‘free from’ formats when shopping at their local grocery store or putting food on the table,” SpartanNash VP, Private Brands John Paul said. “Our Clean Ingredient Initiative provides them with exactly that, all while giving them the quality, budget-friendly savings and great taste they’re used to with Our Family and Open Acres products.”