Velocity Live went live on Wednesday, February 12, 2025, on YouTube and LinkedIn, bringing the latest updates in Retailer-owned Brands. Hosted by Christopher Durham and Laraine Durham, the broadcast covered major developments, from Giant Eagle’s Fair Trade-certified shrimp to M&S’s Brain Food success, and even Walmart’s private label expansion into South Africa. Here’s everything you need to know:

Giant Eagle Achieves Fair Trade Certification for Private Brand Shrimp

Giant Eagle made history as the first U.S. retailer to receive Fair Trade certification for its entire Nature’s Basket shrimp line. This major milestone underscores the company’s commitment to sustainability and responsible sourcing. The certification ensures that the shrimp meet high social and environmental standards, benefiting fishers and marine ecosystems while giving consumers a more ethical seafood choice.

M&S’s Brain Food Line Becomes a Breakout Success

M&S launched its first-ever Brain Food range, and the response has exceeded expectations. The Brain Food Super Seeded Nut Butter has become the second best-selling spread, trailing only honey. Meanwhile, the Brain Ball snack has taken the top spot in M&S’s Food On The Move category, selling more units daily than any M&S sandwich. With over 115,000 units sold, Brain Balls are proving that customers are eager for brain-boosting nutrition.

Trader Joe’s Expands Hold the Cone! with New Strawberry Flavor

Trader Joe’s continues to innovate in the frozen aisle with its latest Hold the Cone! addition—Strawberry Mini Ice Cream Cones. These bite-sized treats feature a crispy sugar cone, creamy strawberry ice cream made with real purée, and a rich chocolate coating. At $3.99 per box, this new flavor is set to be another fan favorite among TJ’s devoted shoppers.

Waitrose Unveils Indulgent Easter Lineup

Waitrose is stepping up its Easter offerings with luxurious retailer-owned brand products. Highlights include the No.1 Chocolate Croissant Egg, a blonde chocolate creation with feuilletine and biscuit inclusions, and the return of the No.1 Cracking Pistachio Egg, a social media sensation now packed with even more pistachios. Beyond chocolate, Waitrose is introducing new hot cross bun flavors, Easter wreath kits, and even a chef-designed meal delivery collaboration with Dishpatch.

Walmart Expands Private Label Presence in South Africa

Big changes are coming to Game, Makro, and Builders stores in South Africa as Walmart-owned Massmart introduces exclusive Walmart private label products to the market. Shoppers will soon find Great Value snacks, baby care essentials, and bulk American cereals on shelves across 22 Makro, 107 Game, and 104 Builders locations. Massmart is also hosting a supplier summit in April to expand partnerships with local manufacturers, reinforcing its commitment to South African businesses.

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!

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