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After working for years to develop broad product lines that bear their own names, grocers have recently been launching private label products centered around very specific topics, sometimes only for short periods of time.
For example, last week SpartanNash, a Midwest grocery wholesaler and retailer, launched a line of flavored butters under its Fresh & Finest by Our Family brand. This product will only be available in stores until November. SpartanNash’s limited-time butter flavors include cinnamon, cowboy (“bold, spicy, and made for basting or grilling”), garlic herb, and truffle.
SpartanNash, whose stores include Family Fare, Martin’s Super Markets and D&W Fresh Market, cited butter as a holiday staple, and a survey even found that U.S. shoppers use an average of five sticks of butter for baking and cooking during the winter holiday season.
Also last week, Albertsons announced on its blog that it was launching a line of ready-to-use herbal blends under its O Organics brand that incorporate flavors associated with specific regions of the world and that can be refrigerated to prevent them from spoiling quickly. Herbs come in many varieties reflecting the characteristics of Italy (oregano, rosemary, thyme), Mexico (cilantro, bay leaves, oregano), Asia (lemongrass, chives, cilantro), and the Mediterranean region (oregano, dill, parsley, mint).
Natural Grocers has also focused on strengthening its portfolio of private label items used in cooking. On November 7, the specialty grocer launched a range of organic cooking oils, including avocado oil, extra virgin olive oil spray, and avocado and olive oil blend.
Last August, Kroger launched three football-related snacks under its namesake brand. The retailer’s Champion Chips collection, available for a limited time, includes three flavors: Pigs in a Blanket, Mozzarella Sticks and Buffalo Wing.
Grocery stores have been beefing up their own brand offerings as shoppers grow more interested in purchasing store-brand products. Survey data released by the Food Industry Institute (FMI) in early 2025 shows that consumers are very likely to prefer store brands, especially when grocery prices fall, because they see private label items as offering “good value” and lower costs.
In a report released last September, FMI found that 86% of retail and manufacturer executives surveyed plan to increase their investment in private brands at least somewhat over the next two years.
