Game Changers

2023 Game Changers: Nature's Menu, Dollar General

Dollar General's Nature's Menu brand is changing the game by bringing shoppers a premium pet food option at an affordable price tag.

As consumer demand for private label products grows, retailers and suppliers continue to up their game bringing to market a bevy of new products across multiple categories. Product launches over the past year show a continued effort to give consumers high value items that offer retailers the opportunity to differentiate from their competitors.

For the third year, Store Brands is honoring those in private label that are pushing the boundaries and driving the industry forward. Below are the people, product innovations and brands that are this year’s Game Changers.

Nature's Menu Dollar General

Nature's Menu, Dollar General


Since the onset of the COVID-19 pandemic, pet ownership in the United States has boomed, along with the rise in premium private label pet foods that prioritize animal wellness. As America’s largest retailer by store count, Dollar General’s reformulated Nature’s Menu brand is changing the pet food game for millions of consumers who rely on Dollar General for their shopping needs.

Available at more than 19,000 stores in 47 states, Dollar General’s Nature’s Menu brand dog and cat foods are crafted with natural ingredients including real beef, lamb or farm-raised, cage-free chicken as the number one ingredient. They contain vegetables and wholesome grains and are free from corn, soy, wheat, fillers, animal by-products, artificial colors, flavors and preservatives.

Additionally, Nature’s Menu products are enhanced with prebiotics and probiotics to help support healthy digestion and feature added vitamins, minerals and other trace nutrients including Omega 3 and six fatty acids for healthy skin and coats.

Prices range from $7 to $20 per bag, giving shoppers an affordable, “super-premium” pet food option. During the ongoing inflationary period, Dollar General is making sure that pet parents won’t have to cut corners when it comes to providing their dog or cat with quality food.