NEW YORK — Supermarkets including Kroger, Safeway and Whole Foods are improving the image of their store brands with better packaging and more distinctive offerings. But where exactly do these products come from?
It’s a question a growing number of people may have as retailers increasingly develop their store brands as a way to cultivate loyalty among shoppers.
Safeway, for example, offers versions of Doritos, Cheetos and other salty snacks. But rather than merely imitating the look of their big-name counterparts, the “Snack Artist” line comes in distinctive, earth-tone bags made to look more like a premium brand. The Safeway logo appears only a small strip at the bottom.
“In many cases, people are buying some of our brands and think it’s a national brand,” said Diane Dietz, chief marketing officer for Safeway.
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