Supervalu launches new private label line

by Keith Nunes
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MINNEAPOLIS — Supervalu Inc. has launched its Culinary Circle private label brand nationwide at the company’s family of grocery stores. The new brand initially will feature more than 150 items in the deli, bakery, frozen and center-store aisles. Offerings range from on-the-go meals, hors d’oeuvres and gourmet spreads to high-end desserts and artisan breads.

Choices in the Culinary Circle line include pork carnitas enchilada casserole, rotisserie chicken, chicken marsala over linguini, ultra-thin chicken alfredo pizza and more. Products in the new line will be priced approximately 20% to 25% below casual restaurant food and about 10% to 15% lower than other private label brands, according to the company.

"The rising cost of gas and other household necessities makes it harder for many consumers to justify dining out as often as they’d like," said Chad Terrell, Culinary Circle brand manager. "Our line-up of chef-inspired Culinary Circle products is designed to bring affordable, quality meals to the dining room, and help meet the needs of consumers who love to eat out and sample different kinds of foods or indulge in the kinds of meals they simply don’t have the time to make at home."

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