SCARBOROUGH, Maine — Hannaford Supermarkets is introducing a refreshed design across its private brand portfolio, with updated packaging now arriving in select markets and a full rollout planned through 2027.
The redesign is based on customer feedback and is intended to make it easier for shoppers to identify products, discover new items and shop with confidence while maintaining the same quality and value associated with the Hannaford name. Early items featuring the new look include cold brew coffee, pickles and olives, with additional categories set to follow in the coming months.
The updated packaging emphasizes clearer product descriptions and enhanced visuals to support quicker decision-making at the shelf. It also prominently features the retailer’s quality guarantee and reinforces its brand promise through updated side-panel messaging focused on transparency and ingredient clarity.
“We listen closely to our customers, and this redesign brings their feedback to life with packaging that truly reflects the high quality they count on from Hannaford, while delivering the value they love,” said Sarah Guzmán, vice president of marketing for Hannaford Supermarkets. “We know Hannaford private brand products play a central role in our customers’ lives, and we’re excited to continue building on our rich history. While the look has evolved, the taste, quality and value remain unchanged.”
Beyond visual updates, the initiative is designed to create greater consistency across categories, helping shoppers more easily recognize Hannaford private brand items across store aisles and digital channels. The company said additional redesigned products will continue to roll out throughout 2026, with full portfolio expansion expected across all markets in 2027.
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