New look private label for Whole Foods Market

Date : 13 January 2020

Stewart Samuel

Program Director - Canada

Whole Foods Market has unveiled a new look and brand name for its core private label range.

Contemporary look and feel

The retailer is transitioning its 365 Everyday Value range to 365 Whole Foods Market. As part of this change, the brand is getting a more contemporary look and feel. The updated range is starting to roll-out into stores, with point-of-sale informing customers of the change. The launch marks the end of the ‘Everyday Value’ tagline, although the range will remain the leading entry-level price point in most categories.

Source: IGD Research

First major change for several years

This is the first major update for the retailer’s private label in several years. The 365 Everyday Value range is its core private label offer. Some products, mainly frozen, are sold under the Whole Foods Market brand. The retailer has also introduced Amazon branded meal kits into stores. The new look further emphasises the Whole Foods Market brand and may indicate a new growth phase for the range. Private label development has been a strength for Amazon; combining the capabilities of both organisations could help create a compelling proposition.

Source: IGD Research

Wider market investments

This update comes as consumers, particularly millennials, demonstrate a stronger propensity to purchase private label product. Over recent years, major retailers in the US, including Walmart, Kroger and Albertsons have invested in their private label ranges, expanding their offers within new and existing categories. This has been a key strategy for traditional operators to defend against the growth of hard discount retailers, Aldi and Lidl. For Whole Foods Market, the update provides greater prominence to the brand at the shelf-edge and enables greater visibility for the products. Both these factors should help the business to further grow the brand's penetration. 

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