Dollar General Boosts Investment in Private Brand Food Products

The retailer will debut more than 100 new private brand items in 2023.

July 25, 2023

“We have made significant enhancements to our private brands in 2023, and we know how important these value offerings are for our customers,” said Emily Taylor, executive vice president and chief merchandising officer at Dollar General, in a press release. “We believe these products will further differentiate Dollar General in the marketplace as we look to provide our customers with tremendous value on quality products.”

The new items include a wider selection of sauces, condiments, entrees, sides and snacks.

Dollar General’s private brand, Clover Valley, will grow to include more than 600 items total.

“When Dollar General pioneered the ‘dollar store’ format in 1955, few food products were offered. With continual growth and changes to the Company’s business model, our product selection has evolved,” said Jackie Li, senior vice president of private brands and global sourcing. “Customers shared that they believe in the quality and equity of Clover Valley and were receptive to more innovative products. We have put ‘Food First’ this year because we see a need and to fulfill the desire for even more options.”

The release states that the Food First initiative is a broader strategy to provide customers with healthier options including more food products and fresh food. While not a grocer, approximately 80% of Dollar General stores serve communities of 20,000 or fewer people with many Americans, especially in rural areas, relying on the retailer for their basic essentials.

The Food First initiative calls for larger stores with more cooler space. Dollar General recently announced that 80% of new stores and nearly all store relocations for FY23 will be in one of Dollar General’s larger store formats.

Dollar General was in the news last week for violating labor laws. It’s also been fined for multiple violations of workplace safety rules.