70 • November / December 2026• abasto.com • FOOD INDUSTRY Beyond the Generic Label: Build a Store Brand Shoppers Recognize BY KEN NINOMIYA S tore brands are no longer merely lower-priced alternatives. They are an opportunity for independent gro- cers to own a distinctive promise around quality, value, local tastes, and every- day convenience. But even if a product is great, it might not be seen if its digital identity and packaging don’t match up on shelves, websites, and AI searches. The stakes are rising. The Private Label Manufacturers Association reports that sto- re brands’ sales in the U.S. increased 3.3% in dollar value to $282.8 billion in 2025 compared with 1.2% for national brands. In September 2026, NielsenIQ said that 51% of Americans used an AI-powered shopping tool in the prior month. A store brand name must now work for shoppers looking at pro- ducts in stores, as well as with AI. Key Tools Canva: Grocers can use it to develop a consis- tent visual system for private-label promotions that help market across AI platforms. This sys- tem might include color palettes, layouts for product photos, recipe cards, etc. It has AI-as- sisted design features that can quickly genera- te ideas for you to review. Adobe Express: Create branded materials and customize them to generate a more powerful AI digital footprint. Use approved photos and text of products to create short movies, social posts, banners, and signs for the store. Its AI-assisted creative tools keeps consistency in every store brand’s channel. Recognition, consistency and tasteing Recognition requires more than attractive graphics. Clear promise. Grocery stores should make a clear promise about the products they sell: line based on family favorites, regional flavors, or premium. That promi- se should be made clear on every mention. Digital consistency: For AI-assisted shop- ping, having brand consistency also helps shoppers find your products. Use the same name, brand spelling, picture of the pac- kage, and factual information in every sto- re’s website and mention. Tasteing: Start with one group, like snac- ks or sauces. Test the package and digital content with real customers first, and then see how well they are known, how many people try them, and how many people buy them again. It’s important to make a store brand that people will remember and look for on their AI engine. LiveAICourse.com has useful lessons on buil- ding a brand using AI and is taught in live online sessions.