Dollar General Expanding Clover Valley Private Brand
Dollar General is expanding its assortment of private brand products with approximately 100 new items, half of which will be sold under its Clover Valley brand.
Among the new items are honey mustard, blue cheese, and Thousand Island salad dressings; apple cinnamon fruit and grain bars; caramel and vanilla coffee enhancer syrups; 100% white grape peach juice; sugar-free breakfast syrup; cinnamon rolls; biscuits; and eight flavors of ice cream.
The additions to Clover Valley allow Dollar General to grow its largest own brand, which accounted for more than $2.3 billion in sales during fiscal year 2023. There are currently more than 600 items sold under the Clover Valley brand.
“Our customers can’t afford to make a mistake when shopping,” said Angela Martin, vice president of consumer insights and branding with Dollar General. “They need the value our private brands offer, but with the assurance that the products will meet or exceed their quality expectations. Customers don’t want to feel like they are settling.”
Overall, Dollar General sells more than 3,200 consumable private brand products backed by the company’s 100% satisfaction guarantee. Dollar General’s private brands offer highly consumable national brand equivalent and alternative products including Clover Valley food and beverages, DG Health over-the-counter medications, TrueLiving and Smart & Simple paper and cleaning products, Heartland Farms pet food and treats, Studio Selection personal care products and more.
Dollar General was recently awarded a Progressive Grocer Editors’ Pick for Clover Valley Lobster Bites, and Private Label Manufacturers’ Association Salute to Excellence awards for Clover Valley Vanilla Caramel Ice Cream Cones and TrueLiving Heavy Duty Non-Stick Aluminum Foil.
“As shoppers seek value and quality, we continually listen to customer feedback to identify opportunity gaps,” said Emily Taylor, executive vice president and chief merchandising officer with Dollar General. “With more than half of our customers’ baskets having at least one private brand item, we are proud to make significant investments in our private brands, bringing even more on-trend products and pantry staples to shelves.”
