Dive Brief:

• Sprouts Farmers Market is introducing exclusive products labeled under its “New for You” labeling program for July and August, according to a Wednesday announcement. 
• The specialty grocers rotates newly launched products as well as goods from local vendors under the New for You platform, with July and August’s items offering Paleo and Keto-friendly options. 
• The announcement comes as Sprouts has focused on new product launches and exclusive finds to generate shopper excitement.

Dive Insight:

Sprouts is introducing seven New for You products this summer, four in July and three in August. The newly introduced items aim to cater to the summer season, and feature organic as well as sustainable ingredients, per the press release. 

This month, two New for You goods come from Sprouts’ team of chefs. Shrimp fajitas and chicken fajitas are both ready-to-cook meal options that customers can prepare in under 10 minutes, according to the announcement. Rounding out the exclusive releases are organic ice cream company Cosmic Bliss’s gooey caramel pecan pie flavor and a squeezable superfood jam from Chia Smash.

In August, Sprouts will introduce three new exclusive products under New for You. More frozen offerings will roll out, including ice cream sandwiches from Van Leeuwen and dairy-free, gluten-free and vegan yogurt bars from Jolly Llama. Bison Ribeye from Force of Nature will also be introduced to Sprouts. 

As it works to differentiate itself from mainstream grocers as well as other specialty retailers, Sprouts is focused on putting unique products in front of its shoppers. A store that opened recently in Manassas, Virginia, included a standalone New for You product section that’s run by the specialty grocer’s Foragers team. The section tests new products from previously-established vendor partners and highlights goods from local vendors.

Though the name “New for You” is new this year, the specialty grocer always had a similar, though smaller, display aimed at introducing new offerings to shoppers, Lauren Frank, Sprouts’ public relations manager said last month during a store tour. 

The specialty grocer is still on track to open roughly 30 stores in 2023, all in its new small-format layout. The new layout has revamped a number of sections, including the New For You selection and expanding its frozen offerings.