Dive Brief:
- Fareway announced Monday the debut of its new premium grocery brand Truly Yours across all of its stores.
- The line’s first items include truffles, caramels, mini pies and sandwich cookies.
- Fareway said it plans to add more items to Truly Yours across several categories in the future.
Dive Insight:
With Truly Yours, Fareway said it is looking to offer “products [that] are not only fun and trendy, but also simple while sparking creativity” — allowing shoppers to enjoy the line’s products as standalones or combined.
“This brand was created with busy parents in mind,” Fareway Category Director Erin Wisecup said in the announcement. “The hope is that you find joy in mixing and matching items to create something uniquely yours.”
Truly Yours items currently available include a 12-count package of carrot sandwich cookies for $6.99, a package of sea salt caramels for $12.99 and a box of assorted chocolate truffles for $12.99. Other items in the first wave of products also include two other flavors of sandwich cookies as well as three flavors of mini pies: Southern pecan, lemon and chocolate.
Future products for the line include snack and trail mixes, wheat berry bread, organic pasture-raised eggs, pasta meal kits, pasta, salad kits, butter mints, donut muffins and tea cakes. Truly Yours will also feature seasonal items with limited-time products and flavors, the announcement noted.
As grocers leverage store brands to lock in customer loyalty, the Truly Yours line underscores the growing focus on premium lines.
At the start of this year, SpartanNash unveiled a premium private brand of “gourmet flavors” for frozen pizzas, pasta, sauces, dressings and spices. Good Food Holdings’ newly launched chainwide store brand aims to offer “basics with a twist” such as organic orange truffles and empanadas. At the end of 2023, Albertsons and Safeway fired up a line of premium wood-fired, Neapolitan-style pizzas from Italy under their Signature Reserve brand.
Fareway runs 139 stores across seven Midwestern states.
