A significant direction for high-volume retailers is the move to supercenters. Michigan-based Meijer claims to be the inventor of the supercenter concept, and increased competition from other retailers led it to revamp its private-label packaging.

One tactic was to add a top-tier line to its private label offerings. “Adding the second tier of private-label is one of the directions you are seeing at retail now,” says consultant Mike Richmond of Packaging & Technology Integrated Solutions (PTIS).

“The new Meijer Gold line is an execution of that strategy. It projects a great upscale look with label graphics in categories such as salad dressings and coffee,” Richmond says. “Package graphics rely on a gold-colored band across labels and the Meijer Gold brand in script on the label. This contrasts with the traditional Meijer flag on products.”

Meijer also retains what it calls its “first label” private-label line. Carrying the Meijer brand, these products “match or exceed the quality of leading national brands,” says Meijer’s Judith Clark. New packaging is being used to convey that quality level to shoppers. In juices, for example, the retailer switched from round PET bottles to the rectangular footprint seen in packaging for national brands. Also, labels are oriented polypropylene since paper wouldn’t adequately support the value positioning of the retailer brand.

--By JIm Peters, CPP, Contributing Editor