Save A Lot is relaunching and expanding its Hispanic private label program under the new name La Tierra de Sabores. The transition consolidates items previously sold under the retailer’s Tio Santi and Caracara brands into a single, refreshed line intended to better reflect the communities it serves.
The updated assortment includes core items such as tortillas, seasonings and queso, with all products moving to the new branding over the coming weeks. Save A Lot is also increasing its SKU count within the category by introducing new bagged rice items and plantain strips, which are scheduled to arrive on store shelves later 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 across its footprint.
Save A Lot operates as a value-focused grocery chain with about 600 stores across 29 states. The company relies on its independent retail partners to manage local operations while providing corporate support for private label development and sourcing.
“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,” Fatzinger noted. “La Tierra de Sabores builds on our commitment to offering quality, culturally relevant products that reflect the communities we serve.”
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.
[RELATED: Save A Lot Honors 10 Retail Partners At Annual Meeting]