Natural Grocers expanded its house brand frozen section with five organic fruit and smoothie blend products, extending a private label growth strategy that has added more than 900 items since 2016.
The new Natural Grocers Brand products include Organic Frozen Sunshine Smoothie Blend, Organic Frozen Super Boost Smoothie Blend, Organic Frozen Tropical Fruit Blend, Organic Frozen Sliced Bananas and Organic Frozen Sliced Peaches. All items carry USDA organic certification, non-GMO verification and ship in BPA-free packaging.
“Our Natural Grocers Brand Frozen Fruit is everything customers love about our produce department – high-quality, organic, flavorful – and perfectly suited for today’s busy lifestyles,” said Raquel Isely, VP of marketing at Natural Grocers.
“From bright, tangy berries to smooth, creamy mangoes and nutrient-packed greens in the smoothie blends, these products bring summertime anytime convenience to busy households.”
The launch follows Natural Grocers’ expansion of its frozen vegetable line by 10 varieties, demonstrating sustained investment in the frozen category despite broader industry headwinds in natural foods retailing. The chain operates 168 stores across 21 states under a differentiated model emphasizing 100 percent organic produce, strict ingredient standards and extensive nutrition education.
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Private Label Strategy Accelerates
Natural Grocers’ brand products has grown to more than 900 SKUs since launching in 2016, contributing to margin improvement and customer loyalty in a competitive natural foods landscape.
The new frozen fruit items position Natural Grocers to compete with Sprouts Farmers Market, Whole Foods Market and conventional grocers expanding organic frozen offerings. The company maintains that all private label grocery products contain peak-season fruit with maximum flavor from raspberries, strawberries, blueberries, mangoes, peaches and bananas, with no added sweeteners or synthetic ingredients.
Natural Grocers requires all frozen fruit to meet the same organic standards applied to fresh produce departments. The company sells only USDA-certified organic produce and maintains strict quality guidelines prohibiting artificial flavors, preservatives, sweeteners, synthetic colors and partially hydrogenated oils across grocery items.
The frozen expansion supports Natural Grocers’ positioning around convenience without compromising quality standards. Isely emphasized that frozen formats deliver dietary fiber, antioxidants, vitamins and natural sweetness suitable for blending, baking, simmering or topping applications.
The launch coincides with post-holiday consumer focus on health improvement and Natural Grocers’ Resolution Reset Week promotional event running Jan. 13-17. The retailer is simultaneously promoting a free three-part nutrition class series beginning Jan. 19 that emphasizes whole food consumption and healthy habit formation.
The coordinated timing positions frozen fruit products as solutions for customers pursuing wellness goals through the winter months when fresh produce variety and quality face seasonal challenges. Smoothie blends particularly target morning meal replacement and post-workout nutrition occasions.
Additional private label launches are planned including new organic chocolate bar flavors timed for Valentine’s Day, according to company statements.
Natural Grocers recently won a federal appeals court challenge against USDA bioengineering labeling rules, securing rights for retailers and brands to use the term “GMO” rather than “bioengineered” on product labels. The Jan. 6 decision eliminates loopholes the company argued would confuse consumers about genetically modified content.
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