Store Brands Story

Store Brands are products that retailers and wholesalers sell as their own brands. These brands may carry the name of the retailer or be sold under a completely different name than the retailer banner.

Store Brands are a great match in quality to the national brand leader in that category. The goal for Red Gold Store Brand products is to produce an item that is equal to or better than its national brand target. Most consumers are attracted to Store Brands because of cost savings. In many cases these items offer savings of 10-20% over national brands. Retailers can offer this kind of pricing because the manufacturers of Store Brands don't invest money in advertising or marketing their brands. The cost savings is then passed onto the consumer in the form of lower costs.

In the United States, the total Store Brand business is approaching 20% of the total unit sales for all items sold in the supermarket. In other parts of the world, consumers have accepted Store Brand items at an even higher rate. In Western Europe, we are seeing Store Brand shares of total business in the 30-40% range. This, of course, varies by category.

Red Gold is a strong Store Brand leader in many different tomato product categories including ketchup, canned tomatoes, tomato sauce, pasta sauce, tomato juice, vegetable juice, salsa, seafood sauce, chili sauce, sloppy joe sauce and pizza sauce. Consumers who use Red Gold produced Store Brand products will find these items to be as good, or better, than the national brand leader in each of these categories.

For “Everything Tomato”, turn to Red Gold produced Store Brand products.