Save A Lot is relaunching and expanding its Hispanic private label program under the name La Tierra de Sabores, a transition that consolidates items previously sold under the retailer’s Tio Santi and Caracara brands into a refreshed line intended to better reflect the communities it serves.
The updated assortment includes core items like tortillas, seasonings and queso, with all products moving to the new branding over the coming weeks.
Save A Lot also is increasing its SKU count within the category by introducing bagged rice items and plantain strips, which are scheduled to arrive in stores this month.
“La Tierra de Sabores builds on our commitment to offering quality, culturally relevant products that reflect the communities we serve,” said Sally Fatzinger, VP of center store merchandising at Save A Lot.
“By refreshing and expanding our Hispanic private label assortment, we’re making it easier for customers to find trusted, authentic options at prices that fit their everyday needs.”
The rebranding effort features a modernized visual identity with updated colors and patterns. The company noted that the shift is part of a broader 2026 initiative to increase engagement with Hispanic shoppers by providing authentic, value-driven offerings.
Save A Lot operates as a value-focused grocery chain with some 600 stores in 29 states. The company relies on its independent retail partners to manage local operations while providing corporate support for private label development and sourcing.
Founded in 1977 and headquartered in St. Louis, Save A Lot remains one of the largest independently-owned and -operated grocery chains in the U.S. under the leadership of CEO Fred Boehler.
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