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Private Label Brands
MDI's private label brands include Hy-Top, Morning Fresh Farms, and Better Valu. Hy-Top and Morning Fresh Farms labels target customers who value quality. The quality of these items equal or exceed that of national brands. Packaging of Hy-Top and Morning Fresh Farms products is upscale and visually appealing. The quality image and the high profit margins on these items create a successful and satisfying product line for the customer and for the retailer. The Better Valu label was developed to compete with standard or second quality store brands in price sensitive categories. Product quality is standard grade, and this label is a good fit within categories in which customers value price as a key component of their purchasing decision.*
*Source: Mia Davis, Private Label Category Manager
Private Label Facts
Private label brands now represents 20.2% of all units sold in supermarkets.**
The percentage of trips in which private label items were purchased increased from 68% to 71% over the past three years.**
Average dollars spent per trip on private label increased from $5.00 to $5.89 over the past three years.**
Predictions are that 25% of all major chains' retail sales will be in their store brands by the year 2000.**
Store brands are #1 in frozen juice, cookies, cheese, apple juice, and bottled water.**
**Source: Federated Group
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