NEW YORK — Walmart topped the list of winners in PLMA’s 2025 Salute to Excellence Awards, underscoring the retail giant’s continuing investment in private label innovation. The company received 15 awards across categories spanning pet care, baby food, beauty, pantry staples and prepared foods for its Vibrant Life, Parent's Choice, bettergoods, Marketside, Great Value and Equate brands.
Walmart’s strong showing reflects the heightened pace of private label development across the North American retail landscape. Other multi-award winners include Albertsons, CVS Pharmacy, Lidl, Sam’s Club, Topco Associates and Whole Foods Market, signaling broad engagement in elevating the quality, design and value of store brand assortments.
The annual Salute to Excellence Awards recognize food and nonfood products introduced within the previous year by supermarkets, drug stores, mass merchants, convenience retailers, e-commerce platforms and wholesalers. Products are evaluated by professional and consumer judges on taste, concept, packaging and value. For the 2025 program, 50 retailers submitted nearly 850 products.
“The winners are a testament to the power of store brands in driving business success in all retail formats,” said PLMA President Peggy Davies. “They represent the highest level of innovation, ingenuity and achievement.”
Walmart’s award-winning lineup illustrates the scope of its private brand strategy. Notable winners include the Vibrant Life Level 73" Multi-Functional Cat Tree, Parent's Choice Organic Baby Food Puree Variety Pack, Marketside Chorizo Breakfast Bowl, bettergoods Truffle Glaze with Balsamic Vinegar of Modena and the Equate Coconut Hibiscus Sugar Scrub.
Beyond individual company wins, PLMA highlighted five overarching trends emerging from this year’s honorees:
Kid Power
Retailers are expanding offerings for babies, toddlers and young children, from mealtime solutions to personal care. Winners include Best Choice Kid-Ventures Trays from Associated Wholesale Grocers, DG Health Kid’s Toothbrushes-Barbie from Dollar General, and Good & Gather Teeny Tiny Lunch Bites from Target.
Super Bowls
Convenience and portion control continue to drive demand for ready-to-eat bowls. Winner examples include Sam’s Club’s Member’s Mark Teriyaki Chicken Bowl and Walmart's Marketside Chorizo Breakfast Bowl.
Global Flavors
Retailers are embracing globally inspired flavors as consumers seek more adventurous meals. Albertsons’ Signature Select Birria Cooking Sauce, Misfits Market’s Odds & Ends Cacio e Pepe Ravioli and Yesway’s Chamoy Chili Gummi Bears exemplify this trend.
Bold Beverages
From indulgent to spicy, beverages are becoming a platform for experimentation. Winners include O Organics Apple Caramel Crumble Tea from Albertsons, Basically Jalapeno Limeade from GoPuff, and Meijer’s Crystal Quenchers Rocket Pop sparkling water.
Fruit-Scented Household Goods
Citrus and tropical scents are making their way into home care aisles. Dollar General’s True Living Fresh Pomegranate Dishwashing Liquid and the 365 by Whole Foods Market Yuzu & Prickly Pear 3-Wick Candle both earned honors.
CLICK HERE to see the full list of winners. The winning products are also being showcased at PLMA’s 2025 “Store Brands Marketplace” Private Label Trade Show, taking place from November 17 to November 18 in Chicago. The event attracts retailers and suppliers from across North America to explore product innovations, sourcing opportunities and emerging consumer trends.
Founded in 1979, the Private Label Manufacturers Association represents more than 5,200 member companies globally and serves as the leading voice of the store brands industry. In addition to its Chicago and Amsterdam trade shows, PLMA provides executive education, industry advocacy and professional development programs, including the annual Store Brands Month campaign, which highlights the value, quality and innovation of private label items to U.S. shoppers.
