Southeastern Grocers launches new private label product line ‘Know & Love’
Southeastern Grocers Inc., the parent company of grocery stores Fresco y Más, Harveys Supermarket, and Winn-Dixie, headquartered in Jacksonville, Florida, has announced the launch of its new store brand product line called Know & Love. The aim of this line is to provide customers with a wide selection of affordable products that have clean labels and are made with familiar ingredients.
Know & Love offers a range of food, beverage, and household items that are free from nearly 100 undesirable ingredients, including certified color additives, partially hydrogenated oils, high fructose corn syrup, and certain sweeteners such as aspartame, saccharin, and sucralose.
Brooke Rice, the senior director of Own Brands for Southeastern Grocers, explained that the creation of Know & Love was driven by customer and employee feedback, as they expressed a growing preference for products with simple ingredients. The line was designed to prioritize trust and transparency.
In addition to the clean label products, Southeastern Grocers has also taken a new approach to packaging design with Know & Love. The packaging was created using neuroscience and neuromarketing techniques, resulting in a visually appealing design that aligns with the principles of clean labeling. The packaging incorporates color-coded elements, such as dark purple for gluten-free items and dark green for plant-based options, to assist customers with specific dietary requirements.
The Know & Love product line will be gradually introduced in Fresco y Más, Harveys Supermarket, and Winn-Dixie stores throughout the coming year. Existing products from Southeastern Grocers’ Naturally Better line and select SE Grocers products that meet the quality and clean label standards will transition into the Know & Love line. Once fully launched, Know & Love will offer over 1,000 clean label products, including dairy, produce, ready-made foods, beverages, and household items.