Private label product launches by US grocery chains continue at a steady clip in 2026, with the biggest retailers going all-in on store brand innovation that offers functional and health benefits.
January alone saw private label launches from Kroger, Hy-Vee and wholesale grocery distributor United Natural Foods, Inc. (UNFI). All three of those releases focused on better-for-you products. For example, Kroger’s 24-SKU expansion of its Simple Truth portfolio offers between 9 grams and 21 grams of protein per serving.
For grocers like Walmart, Kroger and Albertsons, private label is a strategy for capturing market share, but for grocers like Aldi and Trader Joe’s, store brands are core to survival.
More recently, retail giant Walmart is revamping its Great Value private label product lineup with a glow-up of nearly 10,000 products across more than 100 categories, for the first time in seven years. Natural Grocers, Meijer and Associated Wholesale Grocers also announced new private label product releases in recent weeks.
The private label sector also remains hot behind the scenes with corporate mergers and increased private equity investment in the space, including Investindustrial’s $2.9 billion purchase of Treehouse Foods in February and CK Snacks’ purchase of Keystone Food Products in April.
A long runway for grocery giants
The Private Label Manufacturers Association (PLMA) said in its “Store Brands: A Bright Beacon in US Retail Landscape” report in January that retailers are launching product lines not only to expand their store brands’ reach but also to defend their brands against growth in the sector.
For grocers like Walmart, Kroger and Albertsons, private label is a strategy for capturing market share, but for grocers like Aldi and Trader Joe’s, store brands are core to survival.
The shelves at Aldi and Trader Joe’s are stocked almost entirely (80%) with private label products, according to data analytics firm Numerator.
Warehouse clubs like Sam’s Club and Costco derive roughly a third of their sales volume from private label product lines, according to Numerator’s private label tracker.
Meanwhile, traditional grocers and others have room for substantial growth in private label sales volume. Numerator notes that grocery giant Walmart maintains roughly 26% private label sales volume, followed by Kroger (26%), Albertsons (19%), Target (18%) and Amazon (3%).
That’s more than $100 billion in US annual net sales for Walmart and more than $30 billion for Kroger, PLMA noted.
Meijer’s focus on fiber and protein
Meijer, a privately owned Midwestern grocer with more than 500 locations, used the modest launch of three exclusive store brand products in mid-April to tout its private label nutritional bona fides.
New products include:
- Frederik’s by Meijer Sesame Protein Pasta Salad, 13 grams of protein per serving
- Meijer Protein Puffs Snacks, 12 grams of protein per serving
- True Goodness by Meijer Grass-Fed & Finished Double Smoked Beef Sticks, 10 grams of protein per serving
The grocery retailer noted that more than 120 of its private label products have 5 grams of fiber or more per serving. More than 20 of those high-fiber products are available in Meijer’s True Goodness portfolio of health and wellness products.
Meijer also explained that its vast portfolio of private label brands also features more than 700 SKUs that include more than 10 grams of protein per serving.
“Both fiber and protein are great ways to support everything from gut health to mental health, and provide steady energy,” said Don Sanderson, chief merchandising and marketing officer at Meijer. “It’s important to us at Meijer that we are offering our shoppers options that help them meet their health goals and are accessible on a budget, and that’s exactly what these products are designed to do.”
Independent grocers have their own store brand
UNFI isn’t the only grocery distributor expanding its private label portfolio in 2026.
Associated Wholesale Grocers, Inc., one of North America’s largest cooperative food wholesalers to independently owned supermarkets, announced in March that it is adding 63 new items in the first quarter of 2026.
That includes products across various private label brands, including Best Choice, Superior Selections by Best Choice, Tippy Toes, TopCare and Simply Done brands.
“Our goal with product innovation is to provide AWG member retailers with a lineup that resonates with the way families eat and live today,” said Emily Detwiler, vice president of AWG Brands. “Whether it’s the kid-centric convenience of our Kid-Ventures line or the gourmet flair of our Superior Selections by Best Choice salad toppers, AWG Brands is dedicated to delivering national-brand or better quality at a price point that supports the independent grocer and their customers.”
AWG said the private label launches will help its independent grocery members “capture higher margins and drive long-term profitability with value-driven alternatives that provide shoppers significant savings over national brands.”
AWG highlighted eight of the food items in the new lineup, including:
- Superior Selections by Best Choice Salad Toppers
- Best Choice Kid-Ventures Bowls and Cups
- Best Choice Creamy Italian Pasta Salad
- Best Choice Hearty Chili Mac Soup
- Best Choice Old Fashioned Oats
- Best Choice Italian Style Panko Bread Crumbs
- Tippy Toes Baby Formulas
- TopCare Electrolytes
Natural Grocers’ wild Alaskan smoked salmon
Health and wellness grocery chain Natural Grocers launched its store brand lineup a decade ago and has grown the portfolio to more than 900 products.
The specialty grocer said that its most recent releases include Regenerative Organic Certified Pasture-Raised Eggs and Organic Frozen Ravioli. In late April, the Natural Grocers added Wild Smoked Coho and Wild Smoked Sockeye Salmon to the store brand lineup.
In its announcement, the grocer focused on responsible sourcing in its messaging, while also noting that the products are Non-GMO Project verified and free of artificial preservatives, flavors, synthetic colors and added sugar.
“Our Natural Grocers Brand Wild Smoked Salmon reflects our commitment to thoughtfully sourced, high‑quality food,” said Raquel Isely, vice president of marketing at Natural Grocers. “Both varieties meet our Gold seafood standards, which require responsible harvest practices that support healthy fish populations, limit by-catch and minimize impact on marine ecosystems. These standards also emphasize transparency and traceability throughout the fishery, humane handling and careful processing.”
