Sobeys reinvigorates premium-tier private label with new brand launch

Date : 08 December 2020

Stewart Samuel

Program Director - Canada

As part of a broader reinvention of its private label business, Sobeys is transitioning its premium-tier private label range to the new Panache brand.

Transitioning from Sensations by Compliments

The Panache brand started to appear in-stores last month as part of the retailer’s unique seasonal products range.

Source: IGD Research

In-store signage highlights the change from the Sensations by Compliments brand. This creates a distinct identify for Sobeys’ premium private label products, which had been offered as a sub-brand of its core Compliments offer. The new look helps the products to stand out at the shelf edge and creates a more premium feel. 

Source: IGD Research

Source: IGD Research

Over the last few weeks an increasing number of products have started to appear in-store, across both grocery and fresh food categories. Core range products feature the purple colourway.

Source: IGD Research

Source: IGD Research

Source: IGD Research

Broader private label push

This follows on from a major initiative which started last year to grow its private label sales. Central to this has been the relaunch of its core Compliments brand with a refreshed identify, new packaging and product innovation. This has been given in-store and marketing support over recent months as the retailer aims to significantly grow its penetration, using the ‘We all deserve’ strapline and encouraging customers to ‘Try me’. Sobeys anticipates that private label ranges will become more relevant during a period of economic uncertainty.

Source: IGD Research

Optimising Farm Boy capabilities

Growing the private label portfolio is a key part of its goal to grow market share within its Project Horizon strategic plan. In addition to the Compliments and Panache brands, it also plans to optimise the private label development capabilities of its Farm Boy operation. This business, which was acquired in late 2018, has been built around a mainly private label product offer. This has also been made available within the Voilà by Sobeys ecommerce service, launched this year as part of its strategic partnership with Ocado. Recently, the retailer formalised the collaboration between the Sobeys and Farm Boy private label teams which should support innovative product development for the Panache brand. 

Source: IGD Research

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