KeHe Distributors unveiled a new look for its Cadia private label last week at its 2022 Holiday Show, along with a new brand called Cadia Everyday that offers non-organic alternatives.
The Naperville, Illinois-based distributor said Cadia's new packaging reflects “The Corner Store” theme to emphasize its focus on independent food retailers. The line, which is focused on organic and non-GMO products, includes more than 260 SKUs in 40 categories, including organic bulk goods.
Some Cadia items have begun to roll out with the new look, and several new and existing items are expected to hit store shelves by the end of this year, Ben Friedland, executive director of KeHE Brands, told SFA News Daily.
“With over 260 current CADIA items on the market, CADIA’s new look rollout will be phased in,” he said. “We will coordinate the transition to new packaging as old packaging runs out.”
While the majority of Cadia products are in the frozen and shelf-stable categories, KeHE also offers some perishable items under the Cadia private label and plans to expand into more fresh categories in the future, Friedland said.
The new look and feel for the Cadia private label seeks to show the brand as “empowering, resolute, grounded, cool, quirky, and neighborly with a grassroots vibe,” KeHE said in a statement. The packaging “will embrace the essence and nostalgia of mom-and-pop stores, taking inspiration from the past and giving it a modernized twist.”
The Cadia Everyday line, meanwhile, introduces a lower-priced line of non-organic products that are free from artificial colors, flavors or preservatives aimed to help independent retailers better compete against large chains.
“Our goal is to empower neighborhood grocers by offering a high-quality, competitively priced, margin-driving line of private label products,” said Friedland. “By offering a new line of CADIA Everyday products that contain no artificial colors, flavors or preservatives, our retail partners will have non-organic products that will therefore be more competitively priced against other non-organic products.”
The new Cadia Everyday line made its debut with a limited number of SKUs. KeHE plans to roll out about 40 additional SKUs this year, with a focus on the baking category, he said.
KeHE distributes natural and organic, specialty, and fresh products to more than 30,000 natural food stores, as well chain and independent grocery stores, ecommerce retailers, and other specialty retailers throughout North America.
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