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Article: Slow but steady: private label frozen meals and appetizers develop a niche in the industry.(Category Review)
- Article from:
- Private Label Buyer
- Article date:
- January 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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"The private label foods category will continue to grow, big time. Younger consumers are much less conscious of a difference between national and private label brands. They're living in the era of Costco, whose Kirkland Signature brand is as familiar to them, and as reliable, as a national brand," says Andy Horvath, senior vice president of marketing at Overhill Farms Inc., Vernon, Calif.
Thanks to remarkable evolution in the past decade, private label is no longer considered inferior. Rather, the next generation of consumers has grown up being exposed to private label products and trusting them as high-quality items.
One area where private label has ...