Fresh Thyme Market relaunched its Own Brand portfolio with expanded trend-forward products, updated packaging and an evolved strategy designed to make better-for-you and local choices more accessible, the Downers Grove, Illinois-based natural grocer announced Feb. 25.
The grocer is focusing on deepening Own Brand penetration and growing its natural and organic assortments across key departments including grocery, produce and frozen. All Fresh Thyme Own Brand products will be free from more than 100 unwanted ingredients such as artificial preservatives, sweeteners, flavors and artificially derived colors.
“We’re excited to deliver healthier, more balanced solutions that inspire discovery and bring fresh ideas and products to every aisle,” said Alex Peters, own brand manager at Fresh Thyme Market. “With our Owned Brands products, shoppers can explore new flavors and ingredients that elevate everyday meals without extra cost, complexity or compromise.”
Fresh Thyme is rebuilding its program as a curated assortment driven by customer needs, prioritizing the products shoppers rely on most and the items they’ve been asking to see more of on the shelves. The company is actively seeking supplier partners to help build these assortments and bring new products to life that align with its revitalized brand strategy and customer needs.
Fresh Thyme’s updated packaging will unify the portfolio under one trusted label with a modern look that makes healthier choices easier to find. The company aims to double its Own Brand penetration over the next two years, offering suppliers the opportunity to introduce new products and ideas to a growing audience of health-conscious shoppers.
“Our Own Brand products are delivering the same high quality our customers know and love,” said Liz Zolcak, president at Fresh Thyme Market. “We’re committed to cleaner ingredients, organic and free-from options whenever possible, and responsibly sourced products all while creating an experience and community our customers feel connected to.”
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