Retailer-owned brands continue to make waves in the industry, and Velocity This Week Live is at the forefront of covering these exciting developments. Hosted by Christopher Durham, President of the Velocity Institute, and Laraine Durham, VP of Marketing and Events, the weekly livestream delivers timely news, insights, and trends shaping the private brand landscape.

In the latest episode, Christopher and Laraine spotlighted groundbreaking product launches and strategies that are redefining affordability, sustainability, and innovation. Here’s a detailed look at the key stories featured on the livestream.

Lowe’s Launches Essentials – Budget-Friendly Quality Coming in 2025

Lowe’s is taking a bold step into affordable private branding with the upcoming launch of Lowe’s Essentials. Set to debut in early 2025, this new line promises products priced at $5 or less, aimed at making home improvement both affordable and convenient.

CEO Marvin Ellison emphasized that Essentials will help consumers stretch their budgets without compromising quality. The line targets value-focused shoppers and will be prominently displayed at the front of stores for quick and easy access.

Sarah Dodd, Lowe’s Senior VP of Global Merchandising, described the launch as a major milestone, reflecting Lowe’s commitment to being a one-stop shop for home improvement. Expect Lowe’s Essentials to bring more options to budget-conscious consumers in early 2025.

Kroger’s Simple Truth Bundles Help Shoppers Stick to Resolutions

Kroger’s Simple Truth brand is simplifying healthy eating with six Resolution Rescue bundles, each priced at $15 or less. These bundles, designed to support New Year’s resolutions, focus on healthier eating habits with convenient, affordable options.

With bundles targeting goals like boosting protein intake, reducing sugar, and adding vegetables, Simple Truth caters to the 79% of Kroger shoppers focused on health. Highlights include:

• Mocktails Bundle – Alcohol-free drink ingredients for Dry January.
• Protein-Packed Breakfast Bundle – Chia seeds, yogurt, and granola.
• Savory Snacks Bundle – Veggie chips and mini rice cakes.

These bundles make healthier choices simple and accessible, both in stores and online.

Natural Grocers Expands Eco-Friendly Cleaning Range

Natural Grocers is stepping up its sustainability efforts with six new additions to its private label cleaning products. Vegan, cruelty-free, and free of harsh chemicals, these products also feature eco-friendly packaging.

Raquel Isely, VP of Marketing, emphasized the importance of providing safe and sustainable options. The expanded range includes:

• Dish Soap – Spiced Apple ($3.99/24 oz)
• Organic Fabric Softener – Lavender ($5.99/32 oz)
• Multi-Surface Cleaner – Unscented ($4.29/26 oz)

Natural Grocers’ focus on transparency and sustainability positions it as a leader in eco-conscious retailing.

Tractor Supply Introduces 4health Shreds – Premium Nutrition for Pets

Tractor Supply Company’s exclusive 4health pet food brand is expanding with 4health Shreds, combining crunchy kibble with protein-packed shreds for optimal nutrition.

Formulated for adult dogs, 4health Shreds features:

• Real meat as the first ingredient.
• Antioxidants, glucosamine, and omega fatty acids for health support.

Available in Chicken & Rice, Beef & Rice, and Lamb & Rice, the products are competitively priced under $55, offering 20% savings over similar brands. Available exclusively at Tractor Supply and Petsense, this line provides premium pet nutrition at affordable prices.

Save the Date – Velocity Conference + Expo 2025

The Velocity Conference + Expo 2025 is set for May 13-15, 2025, at the Mint Museum Uptown in Charlotte, NC. Focused on “The Art of Retailer-owned Brand Innovation,” this premier event will feature:

• Keynote Speakers – Insights from 30+ executives and thought leaders.
• 2025 Vertex Awards Ceremony – Celebrating excellence in private brand packaging design.
• Innovation Expo – Showcasing the latest tools and solutions driving private brand innovation.

The Vertex Awards are now open for entries—don’t miss your chance to spotlight exceptional designs and achievements.
REGISTER NOW!

Join the Conversation – Velocity Live

Stay connected with Velocity This Week Live most Wednesdays at 1:00 PM EST on LinkedIn and YouTube. Be sure to like, subscribe, and hit the bell icon to stay informed about the latest in Retailer-owned Brands.

Special thanks to our sponsors, Marketing by Design and Centric Software, for making this livestream possible.

Stay bold, keep innovating, and we’ll see you next week!