UNFI and SUPERVALU are becoming one. The merger builds on our industry leading assortment of products, expertise and forward-focused approach. We'll continue to deliver the right food solutions to all our customers and we're excited about our future together.

We believe in better.

Better food. Better future. Better together.


Our Brand

SUPERVALU's private brands program offers products our customers seek, love and trust: value-priced alternatives to the leading national brands.  From sugar and flour to specialty items, meats and seafood served fresh daily, you'll enjoy over 5,000 great, high-quality foods and general merchandise items.

Assortment of Essential Everyday products

Essential Everyday: Affordable Quality

Visit the Essential Everyday website
Assortment of Wild Harvest products

Wild Harvest: Eat Free. Go Wild.

Visit the Wild Harvest website
Image of Culinary Circle food products

Culinary Circle: Savor Life in the Circle

Visit the Culinary Circle website
Variety of Equaline over-the-counter products



Private brand products are developed in SUPERVALU's dedicated corporate facility by the Company's product development team.  The team tests and evaluates each product to ensure that internal standards are met. This process helps to maintain the quality and consistency of our private brand products and fosters brand loyalty by satisfying customer expectations for a value offering.

Meeting Customer Demand 

Our private brand offering has grown rapidly in recent years, as SUPERVALU has increased the profile and placement of private brand products in-store and within our weekly circulars.  Strong relationships with external suppliers who manufacture all of our private brand products allow SUPERVALU to satisfy demand in both our traditional store network, as well as with the many independent retail affiliates who carry these products in their stores.


SUPERVALU takes a multi-tier approach to its private brand program with products ranging from restaurant-quality and organic lines to general merchandise and everyday home basics.  With multiple price points and a wide array of items emulating popular nationally-branded products, SUPERVALU's private brand assortment can help to stretch customers' budgets.