McLane Company Rebrands Private-Label Offer

Two of five new product lines meet the Partnership for a Healthier America healthy criteria and its signature Drink Up initiative.

September 01, 2016

TEMPLE, Texas – McLane Company Inc. announced at its annual National Trade Show this week the rebranding of its private-label company Salado Sales to CVP® (Consumer Value Products). The private-label company will offer product lines equal to or better than name brands for a lower price and higher margins for retailers, and will be offered only to McLane customers, according to the company.

Along with rebranding its private-label company to CVP, McLane will debut five new brands and provide an exclusive mix spanning 240-plus foodservice, automotive, candy and snacks, general merchandise, grocery and health, beauty and wellness products. Road-Tech and Work Fare, two of McLane’s established private-label brands, will still be available to consumers through the rebranded CVP line.

According to a report, 47% of consumers buy more private label today than before the economic downturn began, and one in three U.S. shoppers actively search for store brands to save money. Having founded Salado Sales, its original private-label company in 1993, McLane designed the new comprehensive CVP family of brands to reflect the needs of consumers today, including delivering a product mix that offers relevancy, variety and value, while saving them money.

Under CVP’s umbrella, McLane will make available five new brands consisting of:

  • Hometown Market:  A variety of products like banana nut granola, nuts, trail mix and yogurt pretzels to sugar and creamer that support c-stores foodservice operations, and many of which will also meet The Partnership for a Healthier America (PHA) healthy criteria.
  • Pristyn Purified Water: Also part of the PHA commitment, McLane will support the organization’s signature “Drink Up” initiative to help promote more consumption of water. The Pristyn Purified Water is a purified bottled water line to be sold in 100% recycled individual bottles and 24-packs.
  • Excursion Beef Jerky: Protein snack with zesty flavors ranging from Smokey BBQ Pork Jerky, Teriyaki Beef Jerky, Cracked Pepper Beef Jerky to Smokehouse Beef Jerky.
  • YumBees: Various hard, gummy and chocolate candy products as well as a variation of favorite name-brand products.
  • Beau Dacious Biscuits: A new line of quality dog treat products available in peanut butter, grain free yogurt and cranberry bites and assorted treat flavors.

“Consumers today want the option to purchase quality store-branded products at a reasonable price, so it made sense for us to up our commitment to private label and rebrand to fit the needs of our retail customers,” said Teresa Voelter, general manager of private label at McLane, adding, “McLane’s new comprehensive CVP line provides retailers who don’t already offer a private-label products or have the resources to stock private label inventory the ability to do so and at attractive prices, while keeping their gross margins and profits high.”

McLane plans to roll out additional new products under the CVP family of brands in 2017. Consumers will also be able to utilize a new product search tool located on the new CVP site to find their favorite products at one of the 17,000-plus retailer locations.

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