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Dollar General Invests In ‘Clover Valley’ Private Brand Line

Dollar General expands Clover Valley

Goodlettsville, Tennessee-based Dollar General is expanding its private label brand, Clover Valley, to include new on-trend national brand alternatives, debuting more than 100 new items for 2023.

This expansion will include a larger selection of sauces, condiments, entrees, sides and snacks, with many featuring new packaging designs.

“We have made significant enhancements to our private brands in 2023, and we know how important these value offerings are for our customers,” said Emily Taylor, EVP and chief merchandising officer at Dollar General.

“We believe these products will further differentiate Dollar General in the marketplace as we look to provide our customers with tremendous value on quality products.”

Introduced in 2009, Dollar General’s Clover Valley has expanded to include approximately 600 items. Examples of the latest additions include Lobster Bites; Crab Cakes; Chicken Dipping Sauce; Siracha Chili Sauce; Parmesan Garlic, Mild Buffalo and Medium Wing Sauces; Cookies ‘n Crème and Turtle Sundae Trail Mixes. Additionally, all products come with a 100 percent satisfaction guarantee.

“When Dollar General pioneered the ‘dollar store’ format in 1955, few food products were offered. With continual growth and changes to the company’s business model, our product selection has evolved,” said Jackie Li, SVP of private brands and global sourcing.

“Customers shared that they believe in the quality and equity of Clover Valley and were receptive to more innovative products. We have put ‘Food First’ this year because we see a need and to fulfill the desire for even more options.”

Dollar General’s “Food First” initiative is a broader strategy to provide customers with healthier options. While not a grocer, approximately 80 percent of its stores serve communities of 20,000 or fewer people, with many rural customers relying on the retailer for their everyday and household essentials.

Recently, consumables accounted for approximately 80 percent of total sales. The company’s research indicates that Dollar General offers a price advantage over most food and drug retailers, with prices that are competitive with even the largest discount retailers.

Dollar General recently announced that 80 percent of new stores and nearly all store relocations for its fiscal year 2023 will be in one of Dollar General’s larger store formats, which provides the opportunity for a significant increase in cooler count, as well as the ability to add fresh produce in many stores.

As of the first quarter of 2023, the company offers fruits and vegetables in nearly 3,900 stores. It plans to have produce in 5,000 locations by January 2024, giving it more individual points of produce distribution than any other U.S. mass retailer or grocer.

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