Kings Foods Markets has launched its new private label line in upscale retail food packaging. The Parsippany, New Jersey-based retailer said the gourmet line, Kings Own brand, includes locally-sourced artisanal food products.

The Kings Own line includes fresh and frozen appetizers, entrées, condiments and confections. The retailer demonstrated preparations during a preview event at its kitchen studio in Millburn, New Jersey. During the demonstration, Kings’ product development chef Maral Banks sampled a variety of products from the new line, including frozen Neapolitan pizzas, which are hand-rolled and imported from Italy, according to the company.

According to Private Label Manager Antonio Acosta, Kings has always offered some form of ‘Kings Own’ products, but the new branding and packaging mark a fresh approach to the line.

Acosta said:

“(We) understand that they [consumers] want high-quality foods made with clean, simple ingredients that are free of added sugar, artificial colors and flavors, GMOs and other chemicals and high on organic practices and authenticity. Through our Kings Own line, we want to make great, organic food accessible to everyone and our own private label enables it to be that much more value-oriented.”

The line’s new retail food packaging features a white background and brush-stroke graphics, chosen to represent the retailer’s mantra, “Where inspiration strikes.” According to Acosta, the new Kings Own line currently includes 350 products.


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