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GOODLETTSVILLE, Tenn. — With consumers looking for more ways to save on their weekly food and household essentials purchases, Dollar General says it is leveraging its private brands, digital savings tools, and $1 product offerings to meet shoppers’ needs for value and convenience.
Dollar General’s private brands have become a cornerstone of its cost-saving strategy. The company offers more than 3,200 private-label products in categories such as food, health, personal care, and pet supplies, all backed by a 100% satisfaction guarantee. Notable brands include Clover Valley for food and beverages, DG Health™ for over-the-counter medications, and TrueLiving for household essentials.
In fiscal 2023, Clover Valley emerged as the company’s top-performing brand, surpassing $2.3 billion in retail sales. The brand continues to grow, with Dollar General planning to introduce approximately 100 new private-label items in the first quarter of 2025. These additions will include pantry staples such as salad dressings, apple cinnamon fruit bars, and ice cream, as well as specialty products like sugar-free breakfast syrup and caramel coffee enhancers.
“Our customers can’t afford to make mistakes when shopping,” said Angela Martin, vice president of consumer insights and branding. “They need products that deliver value without compromising on quality.”
Dollar General’s private brands have also earned industry recognition. Recent accolades include Progressive Grocer’s Editors’ Pick award for Clover Valley Lobster Bites and Private Label Manufacturers’ Association awards for Clover Valley Vanilla Caramel Ice Cream Cones and TrueLiving Heavy Duty Non-Stick Aluminum Foil.
Expanding Savings Through Digital Tools
In addition to its product offerings, Dollar General is enhancing its digital savings platform to help shoppers stretch their budgets further. The company’s app now features weekly deals on over 2,000 products, including digital coupons, cash-back offers, and instant savings. These discounts represent roughly 20–25% of the store’s inventory, giving customers ample opportunities to save.
The app also highlights Dollar General’s private brands through “Switch to Save” promotions, encouraging shoppers to opt for private-label alternatives to national brands. “We continually listen to customer feedback to identify opportunity gaps,” said Emily Taylor, executive vice president and chief merchandising officer.
Value Valley and $1 Deals
Despite its evolution from single-price-point roots, Dollar General continues to offer approximately 2,000 items at $1 or less. The retailer’s Value Valley section, where everything costs $1, features 250–300 rotating products, including home cleaning supplies, personal care items, and over-the-counter medications.
These budget-friendly options aim to make shopping more accessible for Dollar General’s core customers, who often rely on the retailer for weekly essentials.
Celebrating National Private Brands Month
To kick off 2025, Dollar General is celebrating National Private Brands Month with a marketing campaign that includes a DG Brands flyer, email promotions, and social media highlights. The initiative underscores the value and quality of its private brands while educating shoppers on how to maximize savings through the DG app.
“Our goal is to provide customers with the value they need and the quality they expect,” Martin said. “We’re proud to invest in our private brands and digital tools to make every dollar count.”
