Dive Brief:

• Tops Markets has added three flavors to its recently revamped premium private label line of ice creams for the holidays, according to a company press release. This includes two returning limited-edition flavors, Peppermint Sleigh Ride and Snickerdoodle Cheesecake Swirl, and its newest flavor, Apple Crisp.
• Tops' Snickerdoodle and Peppermint flavors are free of artificial colors, high fructose corn syrup and partially hydrogenated oils. Peppermint Sleigh Ride also has no bleached flour or artificial colors and Snickerdoodle Cheesecake Swirl is gluten-free.
• Other flavors that can be found in its premium store brand ice cream line include Dirt Pile, Rainbow Unicorn and Coconut Dream. The ice creams are all locally sourced.

Dive Insight:

Tops’ additions to its private-label ice cream line fall in line with the growing consumer demand for free-from products that don't require sacrificing indulgence. The timing is particularly well-suited to the holidays, when shoppers are more likely to treat themselves.

Tops recently revamped its private label ice cream to incorporate local producers, cleaner ingredients and creative new flavor formulations. The premium line has become Tops' best-selling private label line, according to Store Brands.

It's back!!! Yes, one of the greatest ice creams I've ever had is @TopsMarkets brand. Help me keep these in stock forever! pic.twitter.com/3eQVDppeTe

— Moh (@MohSanoop) October 12, 2019

That revamp is part of a broader private label overhaul for Tops, which emerged from bankruptcy a year ago. Traditional grocers are trying to stop shoppers from flocking to natural retailers and discounters, and private label is one strategy they're turning to. 

In addition, Tops has rolled out $40 million in store upgrades. This includes enhanced store lighting and signage, more meal solutions and services like a produce butcher.

Other grocers have reformulated their private label lines. Earlier this year, Raley’s announced a "relaunch" of its store-brand lines that included redesigned packaging and healthier ingredients. Others like Kroger, Hy-Vee, SpartaNash and Albertsons have also hit refresh on their private label products with new plant-based and sustainable options along with simplified ingredients lists.