Wednesday, May 2, 2012

Out with the Old....

Monday is grocery shopping day in the Kolstad household.  I like going on Monday because I plan out my menu for the week on Sunday afternoon. I plan the meals based on what's on sale and the coupons that are available in the Sunday paper.

I always use my reusable cloth bags, but for some reason I completely blanked on Monday and forgot them.  Because of that, I was given a mixture of paper and plastic bags (hey, more luminaria!).  As I was unloading my groceries at home, I noticed this in one of the bags:

It appears that Festival's (owned by SuperValu) current store brand, Flavorite, is changing to Essential Everyday soon.  Huh!

The first thing I thought of when I saw this new logo and packaging is how much is reminds me of the Canadian brand President's Choice, which is owned by Loblaw's, Canada's largest food retailer.  It just looks so....generic, doesn't it?

But you can be sure that I'm going to keep this flyer in the Perpetual Ephemera Depository for safe keeping, so that when someone is cleaning out my house someday they'll come across it and marvel at how "groovy" it is (I'm optimistic that there are going to be folks like me still roaming the earth 40 years from now).  Maybe they'll even do a little research about it!

I'll even help these people out - I'll put this URL on the back of the flyer so that they can find this blog post and read all about it!  What do you suppose the Internet will look like in 2052?  Will it be channeled via eyeball at that point?  Will people even be able to read human printing in 40 years?  :D

I know that there is tremendous pressure to keep products current and store brands fresh.  I'm sure SuperValu spent MILLIONS on this rebranding.  But what they don't realize is that they just created a new wave of nostalgia for some of us who will look back fondly at the old Flavorite labels.  I guess that's how vintage ephemera is born.  :)


  1. You rock! My to my wife's amazement, I've been collecting everyday 2012 ephemera, stuffing it into big manila envelopes, sealing it up with packing tape and then marking it "Do Not Open Until 2042" I'm such a goober.

  2. A ha ha ha! Chris, that's GREAT! I love it! :D