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Misfits Market Launches Upcycled Breads
Laraine kicked things off with a story about Misfits Market’s latest innovation under its Odds & Ends retailer-owned brand. Teaming up with Upcycled Foods, Inc. (UP, Inc.), Misfits Market introduced its first upcycled breads made with ReGrained SuperGrain+® and a signature sourdough from Puratos. The new Multigrain and Honey Wheat breads emphasize sustainability, offering consumers a delicious way to support a reduced carbon footprint.
Target’s $15 Billion Growth Plan
Christopher highlighted Target’s ambitious revitalization strategy, aiming to generate over $15 billion in sales growth by 2030. Key initiatives include new retailer-owned brand launches, such as Good & Gather Collabs featuring James Beard Award-winner Chef Ann Kim. The retailer also plans to introduce 600 new food and beverage items, modernize its tech capabilities, and open 20 new large-format stores next year.
Waitrose Elevates At-Home Dining with Premium Offerings
Laraine shared the latest trend from the UK, where Waitrose is capitalizing on the ‘dinner party aesthetic’ with its premium No.1 ready meals and Dishpatch set menus. The retailer saw an 86% rise in sales for its premium offerings, with searches for gourmet ingredients like steak fillet spiking by an impressive 842%.
Kroger Embraces Soup Season
Christopher warmed things up with a story on Kroger’s celebration of soup season through its Fresh Lane blog. The blog offers hearty recipes and quick meal ideas featuring Kroger’s Home Chef heat-and-eat soups. With a focus on convenience and comfort, Kroger aims to bring families together around the table this winter.
Market of Choice Introduces “Craft & Kitchen” Brand
Laraine rounded out the episode with Market of Choice’s new Craft & Kitchen brand, a celebration of Oregon’s local food culture. The brand features premium dairy products and pantry staples made in collaboration with local artisans. Notable partnerships include fruit spreads by Oregon Growers and Local Heat Tortilla Chips developed with Hot Mama Salsa’s Nikki Guerrero.
Looking Ahead
The episode concluded with a reminder to catch 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 updated with every episode.
Stay bold and keep innovating! Don’t miss next week’s episode for more exciting stories and insights from the world of Retailer-owned Brands.
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.
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Stay bold, keep innovating, and we’ll see you next week!
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About the Author: Christopher Durham
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