DOWNERS GROVE, Ill. — Fresh Thyme Market has announced the relaunch of its Own Brand portfolio, introducing expanded trend-forward products, refreshed packaging, and an evolved strategy to make high-quality, better-for-you, and local choices more accessible to shoppers.
As part of the relaunch, the Midwest-based natural grocer is deepening Own Brand penetration and growing its Natural and Organic assortments across key departments, including Grocery, Produce and Frozen. All Fresh Thyme Own Brand products will be free of more than 100 unwanted ingredients, including artificial preservatives, sweeteners, flavors, and artificial colors.
The retailer said it is rebuilding the program as a thoughtfully curated assortment driven by customer needs, prioritizing products shoppers rely on most and those they have requested more frequently. Fresh Thyme is actively seeking supplier partners to help build these assortments and bring new products to life aligned with its revitalized brand strategy.
“We’re excited to deliver healthier, more balanced solutions that inspire discovery and bring fresh ideas and products to every aisle,” said Alex Peters, Own Brand Manager at Fresh Thyme Market. “With our Owned Brands products, shoppers can explore new flavors and ingredients that elevate everyday meals without extra cost, complexity or compromise.”
Updated packaging will unify the portfolio under one trusted label with a modern look, making it easier to find healthier choices on the shelf.
“Our Own Brand products are delivering the same high quality our customers know and love,” said Liz Zolcak, President of Fresh Thyme Market. “We’re committed to cleaner ingredients, organic and free-from options whenever possible, and responsibly sourced products, all while creating an experience and community our customers feel connected to.”
Fresh Thyme plans to double its Own Brand penetration over the next two years, positioning the program as a key growth driver within its better-for-you merchandising strategy.
Suppliers interested in joining this initiative are encouraged to contact the Own Brand team at OwnBrands@FreshThyme.com.
To learn more about Fresh Thyme Market, its leadership and community-driven mission, visit www.freshthyme.com.
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