On this week’s episode of Velocity This Week Live, Christopher and Laraine Durham delivered a packed news broadcast on the latest private brand innovations, market insights, and industry trends. Here’s a quick recap of the top stories discussed:

Fareway Launches Premium Brand: Truly Yours

Midwestern grocer Fareway has rolled out its new premium private label, Truly Yours, across all 139 stores. This brand aims to provide indulgent, creative food options with busy parents and quality-seekers in mind.

The first wave of products includes:

• Chocolate Truffles (Assorted varieties) – $12.99
• Sea Salt Caramels (Dark and Milk Chocolate) – $12.99
• Sandwich Cookies (Carrot Cake, Crème Brûlée, Chocolate Chip) – $6.99 per 12-pack
• Mini Pies (Southern Pecan, Lemon, Chocolate Chess)

Fareway will expand the product line with trail mixes, meal kits, and organic goods, with seasonal items like donut muffins and tea cakes coming soon. Erin Wisecup, Category Director, shared that the goal is to create joyful combinations for gatherings or solo indulgences.

FMI’s Latest Report on the Future of Private Brands

The FMI Power of Private Brands 2024 report revealed that private brands are poised to keep growing—but the key to sustaining this momentum lies in targeting younger consumers and investing in premium offerings.

Key insights include:

• Over 90% of companies plan to increase investments in private brands within the next two years.
• Younger consumers remain a challenge, with only 20% of industry respondents satisfied with their performance in reaching this demographic.
• Health-conscious products and premium offerings are driving future growth.

The report emphasized the importance of long-term supplier collaboration and digital marketing strategies to build stronger connections with younger shoppers and sustain market success.

Fair Trade USA Appoints Clay Dockery as Head of Coffee

Fair Trade USA has welcomed private brand expert Clay Dockery as its new Head of Coffee. With leadership experience from Massimo Zanetti Beverage USA and the Private Label Manufacturers Association (PLMA), Dockery is set to lead innovation efforts within Fair Trade USA’s coffee sector.

Dockery’s arrival comes amid leadership changes at the organization, following founder Paul Rice’s departure and Felipe Arango’s interim CEO appointment. Dockery aims to build partnerships with producers and enhance the organization’s coffee certification programs during this pivotal transition.

Walmart’s Great Value and Wicked Mac & Cheese Collaboration

Walmart has tapped into the excitement surrounding the upcoming Wicked movie with the launch of limited-edition Mystery Macaroni & Cheese cups under its Great Value brand. Each cup contains color-changing cheese that turns either vibrant pink or green when prepared, adding a whimsical touch inspired by the musical-turned-film.

These magical mac-and-cheese cups are available for $1 each or in multi-packs. While initial demand has caused stock shortages online, Walmart’s site provides tools to check availability at local stores.

This collaboration ties into the highly anticipated release of Wicked Part 1 on November 22, 2024, with Part 2 set to release on November 26, 2025.

Stay Connected with Velocity Live

Christopher and Laraine wrapped up the broadcast with a reminder to join Velocity This Week Live every Wednesday at 1:00 PM EST on YouTube and LinkedIn for more private brand news, industry insights, and events.

Be sure to subscribe and hit the bell icon on YouTube to receive notifications for new episodes. Stay involved by joining the conversation and sharing your thoughts with the Velocity community!

Sustainability Summit: Walmart, Sprouts, and More to Lead the Charge

The 5th Annual Velocity Institute Sustainability Summit is set to take place in Phoenix, Arizona, and this year’s lineup is shaping up to be one of the most impactful yet. Retail giants like Walmart, Sprouts, Thrive Market, Whole Foods, and Meijer will take the stage to share their private brand sustainability stories. These industry leaders will highlight their efforts in reducing waste, sourcing responsibly, and innovating with sustainable practices in mind.

As sustainability becomes an increasing priority for consumers and retailers alike, the Summit provides an invaluable opportunity for attendees to learn how private brands spearhead eco-friendly initiatives. From packaging innovations to sustainable product development, this year’s Summit will offer actionable insights into the future of retail.

REGISTER NOW!