Dive Brief:

• Southeastern Grocers announced Thursday a new limited-edition line of fall-themed private label products.  The items available include premium ice cream flavors like pumpkin spice and fresh bakery items like pumpkin muffins. 
• Kroger announced in September a new seasonal collection under its Private Selection line with more than a dozen products across pantry, bakery and floral.
• The autumn-themed private label rollouts come at a time when other grocers are aiming to fulfill cravings for fall flavors. 

Dive Insight:

Affordability without sacrificing quality is a key marketing point for Southeastern Grocers with the new fall-themed offerings, Dewayne Rabon, chief merchandising officer for Southeastern Grocers, said in the announcement.

Southeastern Grocer’s Own Brands portfolio spans nearly 8,000 items in total and provides an average savings of 20% for consumers in comparison to national brands, per the announcement. 

Southeastern Grocers, which operates the Fresco y Más, Harveys Supermarket and Winn-Dixie grocery banners, did not say how many different items are part of the fall-themed line-up. 

In announcing the fall-themed private label offerings, Southeastern Grocers also noted that its Own Brand products have earned more than 150 awards in 2023.

Meanwhile, Kroger’s Harvest Apple collection features 14 items, including ​​a spiced apple cocktail mixer, apple pie ice cream and bouquets in four varieties, that span dayparts. 

In unveiling the products, Kroger highlighted companion recipes, like loaded caramel apple pancakes, ginger apple seltzer ice cream float and spiced apple spiked punch. 

The announcement noted that Harvest Apple is Kroger’s first-ever limited-edition seasonal line for Private Selection. 

Other retailers and grocers are also adding private label grocery items that fall under an autumn theme. At the end of August, Target announced more than 20 seasonal items would be available for purchase in early September, with the new assortment mainly consisting of apple- and pumpkin-flavored products. Meanwhile, fall-inspired products and recipes, like pumpkin spiced cream cheese dip and pumpkin ravioli, have arrived at Trader Joe’s.