Southeastern Grocers Goes Natural
Southeastern Grocers launched its first natural and organic private label last month.
The Naturally Better brand is free of 104 artificial ingredients and includes grass-fed beef, plant-based milk, cage-free eggs, poultry produced without antibiotics, and various gluten-free and organic packaged food and frozen products. The line is positioned as a national-brand equivalent. Ceiling signs and outdoor stanchion signs promote Naturally Better in stores. Circular features, email ads, carousel ads on chain home pages and Facebook updates support, offering a money-back guarantee to encourage trial.
Nielsen reports that private labels accounted for one in five products sold in U.S. supermarkets in 2016, and natural and organic store brands have proven particularly successful. The Simple Truth private label at Kroger has become a $2 billion brand spanning 1,400 SKUs and Albertsons Cos. recently added 240 SKUs to its Open Nature brand. The Naturally Better launch is the latest way that Southeastern Grocers is trying to catch up to its rival and turn itself around during bankruptcy. The retailer also launched same-day delivery via Shipt at some Winn-Dixie stores in April and plans to introduce a new loyalty program this summer.