Private Label

Private label had another banner year in 2025. U.S. store brand sales hit a record $282.8 billion, growing by more than $9 billion year-over-year and clocking in at nearly three times the growth rate of national brands, according to the Private Label Manufacturers Association.

One of North America’s largest private label food and beverage manufacturers is set to become a private company. TreeHouse Foods will be acquired by an independently managed investment subsidiary of Investindustrial VIII in an all cash transaction for a total enterprise value of $2.9 billion, the companies announced today.

Grocery retailers are beefing up private label assortments with a focus on protein, global flavors and premium positioning, according to a new report from FMI – The Food Industry Association.

In this week’s Checkout: SnackMagic launches data platform CPGpulse, General Mills invests $15 million for minority and female entrepreneurs, Misfits Market launches private label line and Evol introduces carbon neutral frozen meal line.

This week online retailer Amazon announced the launch of its newest private label brand, Aplenty, which will focus on offering consumers better-for-you takes on center store categories.

Changing consumer values, new brand aesthetics, and overall disenchantment with many of the brands owned by those big food companies have been creating changes in the retailing world for several years now — but a series of surveys reviewed by Project NOSH indicates just how drastically those changes, many driven by the 50-million-plus millennial demographic, have manifested.