2025 Game Changer: Topco Simply Done Bright Day
The private label segment maintained its momentum in 2024 as sales across a host of food and non-food categories continued its multi-year growth streak.
A larger number of consumers in the U.S. have grown accustomed to retail brands that offer quality and value, and more affordable selections than many national brand products. Now, the pressure has been ramped up for retailers and product suppliers to exceed the high bar they have set as they continue developing unique new products.
The honorees featured in Store Brands 2025 Game Changer show the broad selection of ideas that are being implemented by major retailers and product suppliers across the industry. The items are giving shoppers additional choices and allowing retailers to carry products not found elsewhere.
Topco
Simply Done Bright Day
Simply Done Bright Day, a new Own Brand line from Topco, is focused on helping consumers take small steps toward a brighter future. Designed for mindful shoppers seeking household solutions that align with their values, Simply Done Bright Day offers a wide range of right-priced, high-performing products that integrate seamlessly into everyday life.
Recognizing the growing demand for transparency and sustainability, Simply Done Bright Day provides effective solutions backed by trusted industry certifications. Many products in the line are USDA Certified Bio-Based, FSC Certified, or BPI Certified Compostable.
The assortment includes phosphate, paraben, and plastic-free laundry care that tackles tough stains, plant-based cleaners, compostable and bleach-free kitchen alternatives, and paper products made from 100% recycled materials. The products are crafted to allow consumers to make mindful choices for their homes, families, and communities without sacrificing performance or affordability.
Topco officials said shopper and marketplace research confirmed that today’s consumers prioritize transparency, presenting the company with an opportunity to meet evolving needs. With an emphasis on accessibility, Simply Done Bright Day was designed to allow consumers to make responsible choices that do not disrupt daily routines or budgets.
The launch of Simply Done Bright Day was strategically planned to maximize consumer engagement, beginning with 29 products across nine general merchandise and non-edible grocery categories, including paper products, foil and wraps, laundry care, and household cleaners. By anchoring the brand in high-volume categories, Simply Done Bright Day meets shoppers where they already seek these products, paving the way for future expansion.
To build awareness and drive excitement, Simply Done Bright Day employs eye-catching in-store, in-aisle, and online marketing initiatives. While price and purpose encourage initial trial, the brand’s commitment to delivering effective performance fosters long-term consumer loyalty.
