The Ordinary Sells Eggs—and It’s Not Just a Gimmick

In a moment that blurred the lines between category and culture, The Ordinary—best known for affordable skincare—sold actual eggs in Manhattan. Packaged in minimalist cartons styled after 1970s generic grocery labels, the eggs were offered for one weekend only.

While the initiative raised eyebrows, it also sparked meaningful debate about affordability, brand identity, and how non-food brands can still make a statement in food retail—without ever changing their design DNA.

7-Eleven and Arizona Team Up for Southland Reserve

Christopher spotlighted the launch of Southland Reserve, a new cold brew tea line born from a collaboration between 7-Eleven and Arizona Beverages.

The name Southland Reserve honors 7-Eleven’s roots, and the product line includes four globally sourced teas—Sweet, Unsweet, Peach, and Lemon—cold steeped and sold in nostalgic glass bottles.

This strategic pairing highlights a growing trend in the private brand space: brand collaborations that bring credibility, heritage, and premium positioning to store shelves.

Waitrose Turns Up the Heat with Cinnamon Bun Ice Cream

Waitrose’s Cinnamon Bun Ice Cream is the latest example of how a single product can tap into a broader emotional and seasonal trend. The product’s launch has already driven massive consumer engagement, with Waitrose.com seeing a 381 percent increase in cinnamon bun searches.

It’s not just about flavor—it’s about delivering the comfort, nostalgia, and seasonal connection today’s shoppers are actively looking for.

BILLA Slovakia Launches Chute Slovenska with Cultural Depth

BILLA Slovakia’s newly launched brand, Chute Slovenska, is a carefully curated tribute to Slovak culture, designed to bring national heritage to modern supermarket shelves.

The brand’s hand-illustrated packaging, modern layouts, and cohesive identity were developed in partnership with Prague-based agency Maison D’IDÉE. It spans numerous categories—from baked goods to traditional dairy—and even includes a dedicated line for children.

For international retailers looking to strengthen local relevance, BILLA’s approach serves as a case study in balancing design, tradition, and consumer storytelling.

Kroger’s Elite Ate Bracket Puts Private Brand Snacks Center Stage

Just in time for college basketball season, Kroger launched the Elite Ate snack bracket—a campaign designed to energize shoppers around its top-performing retailer-owned snacks.

Featuring matchups like stuffed jalapeños vs. dill pickle chips and gruyere dip vs. hummus, the bracket invites customers to vote for their favorites while enjoying special offers and in-store promotions.

It’s a timely play that brings together fun, flavor, and private brand loyalty in a way only a retailer like Kroger can pull off at scale.

Velocity Live Delivers More Than Just News—It Delivers Perspective

As the episode wrapped, hosts Christopher and Laraine reminded viewers that Velocity This Week Live is more than a news roundup—it’s a front-row seat to the transformation of the Retailer-owned Brand industry.

Each story this week underscored a simple truth: private brands are no longer just alternatives—they are leaders. From rethinking pricing strategies to reinventing packaging with cultural significance, retailers across the globe are using their brands to surprise, delight, and challenge expectations.

Velocity This Week Live airs most Wednesdays at 1:00 PM EST on LinkedIn and YouTube. For those in the Retailer-owned Brand community, it’s a must-watch platform for staying informed and inspired.

For ongoing updates and insights, be sure to follow the Velocity Institute on LinkedIn, subscribe on YouTube, and catch the next episode live. Because when it comes to private brands, the next big story is already being written.