Walmart Unveils Own Italian Line

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Walmart Unveils Own Italian Line

By Patrycja Malinowska - 11/14/2017

Walmart is elevating its private-label food offering once again, this time targeting foodies by expanding its premium Sam's Choice brand with a new line of Italian products.

Dubbed Sam's Choice Italia, the line's initial launch spans 40 items including prepared dinners such as truffle risotto and pesto gnocchi, bagged pastas, pasta sauces, canned tomatoes, balsamic vinegar and frozen pizza.

In stores, the retailer has been promoting the launch during "Italian-American Heritage Month" in October with Smart Network endcaps running spots that position the brand as "hand-crafted in Italy, now in America."

On walmart.com, the line got a plug on the retailer's category drop-down menu. A dedicated brand page supports, offering recipes and a cooking video.

The mass merchant is working with multiple large suppliers through the Italian Trade Agency for the new line. The sourcing partnership also provides imported products for sister-chain Sam's Club private label Member's Mark. (Other retailers working with the agency include Meijer and H-E-B.)

Walmart has been steadily bolstering its grocery play in preparation for increased competition by improving the quality and presentation of its private label foods. Its Jet unit also recently launched a grocery line geared toward "metro Millennial consumers."

Among changes in other private label categories, Walmart has relaunched its Parent's Choice brand with a refreshed logo and look, renovating some 100 items while adding nearly 120 new products such as bedding and premium diapers. The relaunch received digital support but not much special attention in stores beyond premium merchandising space on endcaps and pallets. The latest circular feature touting the brand promotes seasonal diapers in holiday prints.

In changes to its apparel assortment, Walmart is reportedly dumping several brands from licensing company Iconix Brand Group: Danskin, Op, and Starter; the last will now be sold exclusively on Amazon. (Target also is giving Iconix's Mossimo brand the axe in January 2018.)