Another linchpin of the growth plan will be a more compelling private label program. Supervalu said a new single, national brand-equivalent private label, called Essential Everyday, will replace the current banner-branded products. Essential Everyday will be rolled out in phases, and the company noted that the brand will bring "significant savings" through packaging and a more national approach to advertising and promotions. Also, the Shoppers Value entry-price brand will be launching or relaunching 80 items in the coming months. Herkert said the company aims to deliver a 100-basis-point annual improvement in private-label sales per year over the next three years. Save-A-Lot also is a pillar of Supervalu's growth strategy. Plans call for the retailer to open 160 new Save-A-Lots in fiscal 2012 and to more than double the chain's size to over 2,400 stores by the end of 2015.