Natural Grocers® Expands Private-Label Line with Six New Household-Cleaning Products

Rhea-AI Summary

Natural Grocers has introduced six new private-label household cleaning products, expanding its house brand portfolio. The new additions include Edition Dish Soap, Laundry Stain Remover, two variants of Organic Fabric Softener, Daily Shower Cleaner, and Organic Fruit & Veggie Wash, with prices ranging from $3.99 to $6.99.

All new products maintain the company's commitment to being vegan, cruelty-free and free from parabens, phthalates, sulfates, and synthetic fragrances. The organic selections feature containers made from sustainable sugar cane. The company also enforces full ingredient list disclosure for all cleaning products, exceeding federal requirements.

The house brand, established in 2016, now encompasses over 800 products available exclusively at Natural Grocers stores. Recent additions include four new Bath Bomb scents, with Organic Coffee Pods currently being rolled out across stores.

Positive

• Expansion of private-label product line with higher-margin items
• Premium pricing strategy with products ranging from $3.99 to $6.99
• Growing house brand portfolio from 2016 now includes over 800 products

Negative

• None.

News Market Reaction

+1.01%

1 alert

+1.01% News Effect

On the day this news was published, NGVC gained 1.01%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

LAKEWOOD, Colo., Jan. 8, 2025 /PRNewswire/ -- Looking for a fresh start to the new year? Why not begin with a cleaner, healthier home? Natural Grocers^®, America's largest family-operated organic and natural grocery retailer, is here to help with six exciting new additions to its private-label line of Household Cleaning Products. Like all Natural Grocers^® Brand cleaning items, these new products are vegan, cruelty free and made without parabens, phthalates, sulfates, and synthetic fragrances. The new organic selections come in containers made from sustainable sugar cane.

"At Natural Grocers, we are committed to expanding our house brand across all departments, and we are especially excited to grow our selection of forward-thinking household supplies," said Raquel Isely, Vice President of Marketing at Natural Grocers. "It's surprising—and concerning—that many conventional cleaning products contain harsh chemicals, problematic by-products, and other ingredients linked to health risks and environmental harm. That's why we now require all household cleaning products on our shelves to include a full ingredient list, even though it's not legally mandated under Federal guidelines. We believe every choice matters when it comes to protecting our planet—from the laundry room to the kitchen sink. We're thrilled for our customers to discover just how effective and reliable these new Always Affordable^SM cleaning products are for tackling everyday messes!"

NEW ADDITIONS/NATIONAL RETAIL PRICING

• Limited Edition Dish Soap – Spiced Apple ($3.99/24 oz)
• Laundry Stain Remover – Floral Fresh ($6.99/26 oz)
• Organic Fabric Softener - Lavender ($5.99/32 oz)
• Organic Fabric Softener – Free & Clear ($5.99/32 oz)
• Daily Shower Cleaner – Mint Eucalyptus ($4.99/26 oz)
• Organic Fruit & Veggie Wash ($4.49/16 oz)
• Organic Multi-Surface Cleaner – Unscented ($4.29/26 oz)

RECENT ADDITIONS AND COMING SOON
Established in 2016, the house brand currently offers over 800 high-quality products, available exclusively at Natural Grocers stores. Learn more about Natural Grocers' product standards by clicking here. Recent additions to the private-label line include four new scents of Bath Bombs (Peppermint, Eucalyptus, Wildflower and Pumpkin Spice). Customers can look forward to more premium-quality products at Always Affordable Prices^SM, including Organic Coffee Pods, arriving in all stores now.

• Click here for a media kit featuring the new cleaning products, courtesy of Natural Grocers.
• To learn more about Natural Grocers' household product standards, click here.
• To request media samples, or for any press-related questions, please contact Katie Macarelli: kmacarelli@naturalgrocers.com.

ABOUT NATURAL GROCERS BY VITAMIN COTTAGE
Founded in 1955, Natural Grocers by Vitamin Cottage, Inc. (NYSE: NGVC) is an expanding specialty retailer of natural and organic groceries, body care products, and dietary supplements. The grocery products sold by Natural Grocers must meet strict quality guidelines and may not contain artificial flavors, preservatives, or sweeteners (as defined by its standards), synthetic colors, or partially hydrogenated or hydrogenated oils. The Company sells only USDA-certified organic produce and exclusively pasture-raised, non-confinement dairy products, and free-range eggs. Natural Grocers' flexible smaller-store format allows it to offer affordable prices in a shopper-friendly, clean, and convenient retail environment. The Company also provides extensive free science-based Nutrition Education programs to help customers and Crew make informed health and nutrition choices. Natural Grocers is committed to its 5 Founding Principles—including its "Commitment to Community" and "Commitment to Crew". In fiscal year 2024, the Company invested more than $15 million in incremental compensation and discretionary payments for Crew. Headquartered in the Union Square neighborhood of Lakewood, CO, Natural Grocers has 167 stores in 21 states. Visit www.naturalgrocers.com for more information and store locations. 

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SOURCE Natural Grocers by Vitamin Cottage, Inc.

FAQ

What are the prices of Natural Grocers' (NGVC) new cleaning products?

The new products range from $3.99 for Dish Soap to $6.99 for Laundry Stain Remover, with most items priced between $4.29 and $5.99.

How many private-label products does Natural Grocers (NGVC) currently offer?

Natural Grocers' house brand, established in 2016, currently offers over 800 products available exclusively in their stores.

What are the key features of Natural Grocers' (NGVC) new cleaning products?

The new products are vegan, cruelty-free, and made without parabens, phthalates, sulfates, and synthetic fragrances, with organic selections in sustainable sugar cane containers.

What new cleaning product categories has Natural Grocers (NGVC) launched in 2025?

The new categories include dish soap, laundry stain remover, organic fabric softener, daily shower cleaner, and organic fruit & veggie wash.