Supervalu to unite store-brand products under one name

Eden Prairie-based Supervalu plans to consolidate its store-brand products under one nationwide brand. The brand name will be Essential Everyday.

The grocery firm now offers store brands under several banners, including Cub Foods in the Twin Cities. Starting in June, Supervalu will begin using the Essential Everyday label at some 1,100 company-owned or operated stores.

Supervalu spokesman Michael Siemienas said the change will begin with pasta, pasta sauces and cereal.

"This is a launch that will be taking place across the country," Siemienas said. "So all of our banner-brand banners will be participating. They include Cub, Jewel, Osco, Albertsons, Acme, Shaw's and the rest of the banners that we own."

Supervalu says the consolidation will reduce packaging costs and position the company to promote the Essential Everyday brand nationally. Supervalu also expects the move will lead to a one percent annual increase in store-brand sales in each of the next three years. Supervalu shares closed down 5 percent.