Private Party
Valu Time Plastic Cups from Topco and Homelife plastic party cups from Supervalu are perfect for tailgating and outdoor parties.
Private label parties save shoppers in-the-know money and create sophisticated and colorful gatherings.
From the beach to the barbecue, consumers are in the full swing of enjoying their summers. Party planning should be about memorable experiences and saving money with store brands can take the stress away from hosting a get-together. If shoppers are planning more “staycations” and hosting more parties at home due to continuing economic woes, then there is an opportunity for store brands to gain market share in categories of party supplies. Store brand items are more sophisticated than ever before and offer colorful and inventive ways to throw the best bash possible.
Wegmans Winners
Wegmans Food Markets, Rochester, NY, not only offers a plethora of store brand party supplies, but predominately displays them in-store. Upon a recent visit to one Wegmans, Private Label was greeted in the front of the store by a huge floating display of Wegmans new line of Unbreakable BPA-Free glasses. Dozens of durable plastic glasses were lined up, all bearing bright green “BPA Free, shatter resistant, dishwasher safe” oval stickers. Earlier this year the FDA released an update on Bisphenol A (BPA) explaining that BPA is an industrial chemical that has been present in many hard plastic bottles and metal-based food and beverage cans since the 1960s. The FDA stated that, “In cooperation with the National Toxicology Program, FDA’s National Center for Toxicological Research is carrying out in-depth studies to answer key questions and clarify uncertainties about the risks of BPA.” It further mentioned that, “In the interim the FDA is supporting the industry’s actions to stop producing BPA-containing baby bottles and infant feeding cups for the U.S. market.” Recently, more and more store brand bottles and glasses have been showing up on shelves sporting BPA-free claims and the trend is likely to continue as more studies come forth.
The Wegmans line includes Red Wine, White Wine, Margarita, and Martini Stems, as well as 16-oz. Tumblers, 17-oz. Free Footed Beverage glasses, Pilsner glasses, and Champagne Flutes. Wegmans.com says the glasses are made of Tritan material and look like glassware, but are shatter-resistant. The 3-quart Pitcher in the line (for $9.99) is great for preparing Wegmans lemon drop martini cocktail mixer, also displayed with the glass line. Other tempting flavors from the store brand include orange pomegranate martinis, chocolate martini, apple martini, and classics like margarita, mojito, and bloody mary. For non-drinkers Wegmans sells Fizzante European Soda in flavors like blood orange and cranberry lime.
Good drinks can get any party started, but food will make them complete. Wegmans gets barbeques going with its Lump Charcoal and Charcoal Starter. The retailer’s website reads: “Some people believe there’s nothing like freshly grilled foods to round out a summertime picnic. Compare the price of Wegmans Charcoal to the leading brand, and you’ll invite us to all your outdoor events.” In addition to charcoal the retailer offers store brand cedar planks, perfect for grilling. The back panel of the package has photos of each of the four steps for use.
Store brand cedar planks can also be found at Whole Foods Market, Austin, TX, by the seafood counter for $1.70 for each plank. Instructions for use are imprinted on the plank’s back and the store’s logo is found on the front.
At Aldi, Batavia, IL, cedar planks retail for just $3.99 per two-pack. Aldi also sells an innovative Gas Grill Smoker Set under its Range Master brand. The smoker comes with Hickory wood chips and a V-shaped smoker box. The bottom of the box fits between flame detector bars of most gas grills and is filled with the wood chips that can be presoaked in water, beer or wine. The wood chips heat up and release Hickory smoke to add flavor to grilled foods.
An end display in one Wegmans promoted store brand barbeque sauce to accompany food on the grill. Flavors include Kansas City, Memphis, Asian, and Brown Sugar, all for $1.99. Wegmans also sells a line of marinades and a hot and tangy Buffalo Style Wing Sauce.
For serving up food at parties the retailer offers a few disposable dishware options. Salad bowls come decorated with colorful stripes around the rim and forks, knives, and spoons are packaged in bright yellow, lime, and red. There are luncheon or dinner napkins, as well as Flexible Neon Straws. According to SymphonyIRI Group, a Chicago-based market research firm, Private Label Straw/Swizzle Sticks are up just over 21% to approximately $14 million with only an 8.72% share, according to data from Supermarkets, Drugstores, and Mass Merchandise Outlets, excluding Wal-Mart, for the latest 52 weeks ending May 16, 2010. The Wegmans neon version is a fun addition to any party.
Serving Up Fun
Target, Minneapolis, MN, sells store brand picnic items in its seasonal section, including an adorable picnic basket that would brighten up any picnic. Other seasonal items include an assortment of colorful tablecloths, corncob holders, and plastic containers specifically designed for salads and such. Target’s Up & Up paper plates utilize bright seasonal stripes on the edge and the phrase “Picnic platters” coupled with a photo of watermelon on the package to help them appeal to summer party planners. The plates compare to Dixie Plates and even though the national brand was recently on sale for two for $5, they still cost a penny more than Target’s brand.
At Delhaize America, Salisbury, NC, Home 360 plastic plates are bright red and are extra deep to prevent spills from ruining the party. Topco, Skokie, IL, offers Valu Time Plastic Cups “for cold drinks” and Supervalu, Eden Prairie, MN, sells plastic party cups under the Homelife brand. In the past the 20 cups have been packaged with a “save now” coupon for $0.55 off a 12 pack of Super Chill store brand cola.
Rite Aid, Harrisburg, PA, sells 4PK Plastic Tumblers under its Summer Rite brand for $3.99. The Summer Rite brand protects shoppers from too much sun with six-inch beach umbrellas, advertised as $7.99 with Rite Aid’s new wellness+ card. Under the Summer Rite brand shoppers can also find gazebos and various outdoor chairs to help set up their party space.
From set up to food and drinks, store brands are much more than just value brands. They can help any shopper create posh picnics and parties that are truly memorable events.
