This Wednesday, the Velocity Institute went live with another exciting episode of Velocity This Week Live, hosted by Christopher Durham, President of the Velocity Institute, and Laraine Durham, VP of Marketing and Events. Together, they broke down the biggest updates in Retailer-owned Brands, covering major moves from Albertsons, Ahold Delhaize, Dollar General, Legacy Bakehouse, and Kroger.

If you missed the live stream, here’s everything you need to know about this week’s top stories!

Albertsons Expands Valentine’s Day Collection

Albertsons is rolling out a fresh selection of Valentine’s Day gifts featuring home décor, candles, and floral arrangements under its Overjoyed brand. Highlights include:

• Overjoyed Boutique Boxed Candles in Rose Water and Sparkling Berry scents
• Debi Lilly Design Romance Grand Bouquets and a Bear Bundle with a teddy bear and bouquet
• Signature SELECT Special Edition Red Velvet Sweetheart Ice Cream Sandwiches
• Sustainable floral sleeves made from HDPE material for in-store recycling

These limited-time offerings bring affordable luxury and sustainability to Valentine’s Day shoppers at Albertsons stores nationwide.

Ahold Delhaize’s European Expansion: 500 New Products

Ahold Delhaize has launched 500 new retailer-owned brand products across its stores in Czechia, Romania, Greece, and Serbia. This move aims to create a global private brand portfolio with healthier and organic options, especially through the Nature’s Promise brand.

Key initiatives include:

• 45% of Ahold Delhaize’s food sales will come from own brands by 2028
• Cross-country packaging updates featuring four-language labeling
• Local supplier collaborations that boost quality and authenticity
• 20% sales growth in private brands, with plant-based milk sales tripling

By streamlining sourcing and branding, Ahold Delhaize is setting the stage for a stronger, more consistent private brand presence worldwide.

Dollar General’s Private Brand Expansion: 100+ New Products

Dollar General is ramping up its Clover Valley private brand with over 100 new products launching in early 2025. New items include:

• Dressings (honey mustard, blue cheese)
• Breakfast staples (biscuits, cinnamon rolls)
• Desserts (ice cream, coffee syrups)

Clover Valley saw $2.3 billion in sales in 2023, making it Dollar General’s top-selling brand. Additionally, its private brand portfolio spans across health, cleaning, pet food, and personal care products.

With award-winning items like Clover Valley’s Lobster Bites and Value Valley’s $1 essential deals, Dollar General is proving that private brands can offer both value and quality.

Legacy Bakehouse Acquires Classic Cookie

Legacy Bakehouse is expanding its private brand business with the acquisition of Classic Cookie, a Tennessee-based cookie manufacturer known for Walmart’s private label baked goods.

Why it matters:

• Legacy Bakehouse now owns three production facilities
• Strengthens private brand cookie & brownie production
• Builds on a 107-year heritage of baked snack manufacturing
• Expands capabilities in both sweet and savory snacks

This acquisition aligns with Legacy Bakehouse’s strategic focus on private brand growth, positioning it as a major player in retailer-owned baked goods.

Kroger’s Game Day Deals: Private Brands Lead the Way

Kroger is offering big savings on its retailer-owned brands for the Big Game, ensuring fans can stock up affordably on snacks and meals. Featured deals include:

• Kroger Brand frozen appetizers like Mozzarella Sticks and Franks in a Blanket
• Home Chef’s deli-ready party platters including BBQ wings and pizza
• Private Selection dips and spreads like Buffalo Chicken Dip and Candied Jalapeño & Bacon Cream Cheese Dip

Kroger is making sure game-day gatherings are budget-friendly without sacrificing flavor and quality.

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!

Your Content Goes Here