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As part of its ongoing efforts to connect consumers with convenient, value-oriented family meals, Supervalu has fired yet another salvo with the launch of “Simply Good Meals,” a new branded destination category within its family of stores that houses easy-to-make meal components in one handy spot.
Aiming to be easily recognizable and conveniently located, the nation’s third-largest grocer’s new Simply Good Meals program is making its debut in the aisles of its banner stores, including as Acme, Albertsons, bigg’s, Cub Foods, Farm Fresh, Hornbacher’s, Jewel-Osco, Lucky, Shaw’s/Star Market, Shop ’n Save and Shoppers Food & Pharmacy.
Most stores will initially feature up to four Simply Good Meals destinations, including two in the produce area, one in the meat section and one in the deli department. Some stores will also have additional meal and soup destinations in the deli area, one of which -- known as “4:15” -- will feature a selection of items allowing busy shoppers a quick means of creating an easy, tasty home-cooked meal for a family of four for under $15 and, in many cases, in 15 minutes or less.
“Research shows that most people don’t know at 4 o’clock what they are having for dinner that night, and in many cases, these hurry-up meals result in less-than-balanced and more expensive food choices,” said Jim Smits, Supervalu’s group VP/fresh foods merchandising. “We wanted to make it easier for our customers to answer that inevitable ‘what’s for dinner’ question by providing them with simple, convenient, affordable ideas for creating a real home-cooked meal.”
By taking the time and guesswork out of helping shoppers decide what’s for dinner by providing everything they need, the 4:15 meal offerings will include a ready-to-heat beef roast, potatoes and a salad; lasagna, salad and French baguette; and pork teriyaki tenderloins, a side dish and salad.
Meal solutions will initially change every other week, ensuring a variety of menus for time-pressed, on-the-go moms. Each meal solution includes easy instructions, said Smits, noting that the new Simply Good Meals program will roll out in more than 1,300 corporately owned Supervalu stores, which serve more than 22 million customers weekly and represent about 1.14 billion transactions every year.