US grocer Supervalu has launched a “premium” own-brand range called Culinary Circle.
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The brand has been designed to enable consumers to “enjoy restaurant-quality food at home easily and affordably”, the company said today (3 September).
The Culinary Circle brand will initially feature around 150 items in the deli, bakery, frozen and centre store aisles.
Offerings range from on-the-go meals, “elegant” hors d’oeuvres and gourmet spreads to high-end desserts and artisan breads.
They will be priced around 20-25% below casual restaurant food and about 10-15% lower than other premium national brands, the company said.
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By GlobalData“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 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.”
Culinary Circle joins several Supervalu private-label brands, including Wild Harvest, Baby Basics, Java Delight, Homelife and Shoppers Value.
The range will be available nationwide at the company’s grocery stores, including Acme, Albertsons, Cub Foods, Farm Fresh, Hornbacher’s and Shop ‘n Save.
