Supermarket chains unveil private-brand additions

Save Mart, H-E-B, Kroger continue to up the ante in own brands


Russell Redman, Supermarket News

Nov 16, 2021


The Save Mart Cos. and H-E-B have added new labels to their own-brand portfolios, while The Kroger Co. has updated its Comforts line of disposable diapers.


Modesto, Calif.-based Save Mart yesterday introduced a new food brand called Crav’n at all of its more than 200 Save Mart, Lucky California and FoodMaxx stores in California and northern Nevada. Aimed at providing “delicious, affordable” meal solutions, Crav’n products range from chips, snacks and desserts to cereal and frozen foods.


“Just in time for the holidays, the introduction of Crav’n products in all our Save Mart, Lucky California and FoodMaxx stores will provide quick-and-easy snacks and meal solutions for busy families, people on the go and those planning festive gatherings,” Rebecca Calvin, chief merchandising officer at The Save Mart Cos., said in a statement.


Save Mart noted that the launch of Crav’n comes amid an ongoing expansion of the Western grocer’s “Our Brands” roster of private-label products, joining such brands as Sunny Select Sunnyside Farms dairy and the Pacific Coast Selections premium label.


“The expansion of the Our Brands portfolio allows us to provide alternative, quality food options at affordable prices that are comparable to national brands,” according to Calvin...