Natural Grocers Expands Private Label Portfolio With New Organic Frozen Fruit and Smoothie Blends
Natural Grocers by Vitamin Cottage continues to strengthen its private label strategy with the introduction of five new organic frozen fruit items, further expanding its presence in the growing frozen and wellness-focused categories.
The latest additions include a mix of single-ingredient organic fruits and ready-to-use smoothie blends designed for convenience-focused, health-conscious shoppers. The new products now available in stores are:
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Organic Frozen Sunshine Smoothie Blend
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Organic Frozen Super Boost Smoothie Blend
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Organic Frozen Tropical Fruit Blend
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Organic Frozen Sliced Bananas
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Organic Frozen Sliced Peaches
These items are positioned to meet increasing consumer demand for clean-label, organic products that support healthy lifestyles while offering ease of preparation for smoothies, snacks, and home cooking.
Founded in 1955, Natural Grocers has built its brand around a strict commitment to organic standards, nutrition education, and transparency. The company operates more than 160 stores across the United States, with a strong footprint in the Midwest, Southwest, and Western regions. Unlike conventional grocers, Natural Grocers focuses exclusively on USDA-certified organic produce and maintains rigorous ingredient standards across its assortment.
Private label plays a central role in Natural Grocers’ long-term strategy. Since launching its private label program in 2016, the retailer has expanded the line to more than 900 products across multiple categories, including grocery, frozen, supplements, body care, and household essentials. All private label items are formulated to meet the company’s high-quality benchmarks, including non-GMO ingredients, absence of artificial additives, and ethical sourcing practices.
The frozen category, in particular, has become an area of accelerated growth. In late 2024, Natural Grocers added a range of organic frozen vegetables to its private label lineup, signaling a broader push into frozen offerings that balance nutrition, affordability, and convenience.
With the addition of these new fruit and smoothie products, Natural Grocers continues to reinforce its positioning as a destination for organic-focused shoppers while leveraging private label as a key differentiator in an increasingly competitive natural and specialty grocery landscape.
