Natural Grocers® Expands House Brand With Five New Varieties of Organic Frozen Fruit & Smoothie Blends

Rhea-AI Summary

Natural Grocers (NYSE:NGVC) on Jan 15, 2026 expanded its private-label lineup with five new USDA Organic frozen fruits and smoothie blends, available exclusively in Natural Grocers stores nationwide.

The new SKUs—Organic Frozen Sunshine Smoothie Blend, Organic Frozen Super Boost Smoothie Blend, Organic Frozen Tropical Fruit Blend, Organic Frozen Sliced Bananas and Organic Frozen Sliced Peaches—are sold at $2.99 per 10 oz. All products are certified organic, non-GMO, contain only fruit (no added sugar), are frozen at peak ripeness and use BPA-free packaging. The company notes its private-label portfolio now exceeds 900 items since 2016 and plans additional product rollouts.

News Market Reaction

+5.00%

1 alert

+5.00% News Effect

On the day this news was published, NGVC gained 5.00%, reflecting a notable positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Sunshine Smoothie Blend price: $2.99 / 10 oz Super Boost Smoothie price: $2.99 / 10 oz Tropical Fruit Blend price: $2.99 / 10 oz +4 more

7 metrics

Sunshine Smoothie Blend price $2.99 / 10 oz Organic Frozen Sunshine Smoothie Blend retail price

Super Boost Smoothie price $2.99 / 10 oz Organic Frozen Super Boost Smoothie Blend retail price

Tropical Fruit Blend price $2.99 / 10 oz Organic Frozen Tropical Fruit Blend retail price

Sliced Bananas price $2.99 / 10 oz Organic Frozen Sliced Bananas retail price

Sliced Peaches price $2.99 / 10 oz Organic Frozen Sliced Peaches retail price

New frozen SKUs 5 items New Organic Frozen Fruits & Smoothie Blends added to house brand

Private-label items more than 900 items Natural Grocers Brand Products total assortment since 2016

Market Reality Check

Price: $26.43 Vol: Volume 158,202 is at 0.6x...

low vol

$26.43 Last Close

Volume Volume 158,202 is at 0.6x the 20-day average 263,924, indicating subdued trading interest before this news. low

Technical Shares at 25.6 are trading below the 200-day MA of 38.27 and sit 58.18% under the 52-week high, but 9.08% above the 52-week low.

Peers on Argus

NGVC was up 2.94% while key peers were mostly down (e.g., DNUT -10.14%, DDL -4.8...

NGVC was up 2.94% while key peers were mostly down (e.g., DNUT -10.14%, DDL -4.86%, IMKTA -0.74%), with only GO positive at 1.93%, pointing to a stock-specific move.

Historical Context

5 past events · Latest: Jan 08 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Jan 08	Health class series	Positive	+4.6%	Launch of free three-part health and nutrition class series at select stores.
Jan 07	Promotional campaign	Positive	-2.7%	Resolution Reset Week with discounts, giveaways, and sweepstakes for shoppers.
Jan 06	Legal ruling	Positive	-1.3%	Favorable federal appeals court decision in GMO labeling case against USDA rules.
Jan 02	Store expansion	Positive	-1.4%	Announcement of new Rock Springs, Wyoming store and related hiring events.
Dec 29	Retail award	Positive	-1.3%	Recognition as 2025 Retailer of the Year for private-label portfolio growth.

Pattern Detected

Recent company news has generally been positive in tone, but the stock more often showed negative short-term reactions, with only one of the last five events seeing a positive alignment.

Recent Company History

Over the past few weeks, Natural Grocers has highlighted multiple growth and brand-building initiatives. These include a free three-part health class series (Jan. 19–Feb. 8, 2026), promotional Resolution Reset Week savings (Jan. 13–17, 2026), and expansion to Rock Springs, Wyoming, which will mark its third Wyoming location. The company also received recognition as 2025 Retailer of the Year for its private-label growth, directly connecting to today’s announcement of additional Natural Grocers Brand frozen fruit and smoothie items.

Market Pulse Summary

The stock moved +5.0% in the session following this news. A strong positive reaction aligns with NGV...

Analysis

The stock moved +5.0% in the session following this news. A strong positive reaction aligns with NGVC’s emphasis on expanding its private-label assortment, now at more than 900 items. Historically, news flow has been mostly positive but often met with mixed price responses, so sustained gains could depend on broader execution and sentiment. Investors might watch how this frozen category performs alongside recent promotions and store growth initiatives.

Key Terms

non-GMO, usda organic, bpa-free

3 terms

non-GMO regulatory

"Certified organic and non-GMO, the natural and organic retailer gives customers"

Non-GMO means a product or ingredient was produced without genetic modification techniques — the plant or organism’s DNA has not been intentionally altered in a laboratory. Investors care because non-GMO labeling can affect consumer demand, price premiums, shelf access and supply-chain cost; think of it like an organic or “no added hormones” label that can open certain markets, change margins, and create reputational risk or advantage for companies.

usda organic regulatory

"Five new USDA Organic Frozen Fruits & Smoothie Blends—peak‑season flavor"

USDA Organic is a government-backed label that certifies food and farming practices meet specific standards for how crops are grown, animals are raised, and products are processed, without most synthetic pesticides, fertilizers, antibiotics or genetic engineering. For investors, the label acts like a trusted seal that can command higher prices, shape brand positioning and consumer demand, and introduce supply-chain or compliance risks if standards aren’t met.

bpa-free technical

"BPA-free packaging that protects freshness."

A label indicating a product does not contain bisphenol A (BPA), a chemical once commonly used in making certain plastics and metal can linings. For investors, "BPA-free" signals lower regulatory and reputational risk and often stronger consumer demand—similar to a food label that says "no lead"—which can affect sales, costs for reformulating products, and exposure to lawsuits or bans in different markets.

AI-generated analysis. Not financial advice.

Certified organic and non-GMO, the natural and organic retailer gives customers "summertime anytime" in the freezer aisle

LAKEWOOD, Colo., Jan. 15, 2026 /PRNewswire/ -- Natural Grocers®, the nation's leading family-operated organic and natural grocery retailer, has expanded its private-label offerings with five new Natural Grocers® Brand Organic Frozen Fruits and Smoothie Blends, giving customers even more delicious, nutrient-dense ways to enjoy premium quality at an Always Affordable^SM Price. These new additions are available exclusively at Natural Grocers stores nationwide.

Five new USDA Organic Frozen Fruits & Smoothie Blends—peak‑season flavor at an Always Affordable℠ price.

ALWAYS 100% ORGANIC PRODUCE — EVEN IN THE FREEZER
Natural Grocers remains steadfast in its commitment to organic integrity—from fresh produce displays to freezer door selections. Every fruit included in these new offerings is USDA certified organic and is grown without the use of synthetic pesticides or conventional farming practices. The fruit is harvested at peak ripeness, quickly frozen to preserve nutrients and flavor, and packaged without synthetic colors, preservatives, or added sweeteners.

"Our Natural Grocers Brand Frozen Fruit is everything customers love about our produce department—high-quality, organic, flavorful—and perfectly suited for today's busy lifestyles," said Raquel Isely, vice president of marketing at Natural Grocers. "From bright, tangy berries to smooth, creamy mangoes and nutrient-packed greens in the smoothie blends, these products bring summertime anytime convenience to busy households."

QUALITY FRUIT, REAL NUTRITION, ENDLESS VERSATILITY
Whether blended, baked, simmered, or sprinkled on top, fruit plays an important role in delivering dietary fiber, antioxidants, vitamins, and natural sweetness without compromise. Natural Grocers' new frozen fruit varieties were created to deliver:

• Peak-season fruit with maximum flavor from raspberries, strawberries, blueberries, mangoes, peaches, and bananas.
• Clean, simple ingredients — just fruit. No added sugar. No fillers.
• BPA-free packaging that protects freshness.

INTRODUCING THE NEW LINEUP

• Organic Frozen Sunshine Smoothie Blend ($2.99/10 oz)
• Organic Frozen Super Boost Smoothie Blend ($2.99/10 oz)
• Organic Frozen Tropical Fruit Blend ($2.99/10 oz)
• Organic Frozen Sliced Bananas ($2.99/10 oz)
• Organic Frozen Sliced Peaches ($2.99/10 oz)

Customers can also find additional Natural Grocers Brand Organic Frozen Fruit varieties in store, such as raspberries, strawberries, blueberries and mixed berries.

RECENT ADDITIONS AND COMING SOON
Since its launch in 2016, Natural Grocers Brand Products has grown to more than 900 high-quality items, available exclusively at Natural Grocers stores. Learn more about Natural Grocers' Standards here. Recent additions to the private-label line include Grass-Fed Beef Sticks and Bites and Organic Essential Oils, with even more premium-quality, Always Affordable products on the way—such as several new flavors of Organic Chocolate Bars, just in time for Valentine's Day.

• Click here for a complimentary media kit.
• To learn more about Natural Grocers' produce standards, visit www.naturalgrocers.com/standards/100-organic-produce-standards.
• For media-related questions, please contact kmacarelli@naturalgrocers.com.

ABOUT NATURAL GROCERS BY VITAMIN COTTAGE
Founded in 1955, Natural Grocers by Vitamin Cottage, Inc. (NYSE: NGVC) is an expanding specialty retailer of natural and organic groceries, body care products and dietary supplements. The grocery products sold by Natural Grocers must meet strict quality guidelines and may not contain artificial flavors, preservatives or sweeteners (as defined by its standards), synthetic colors or partially hydrogenated or hydrogenated oils. The Company sells only USDA-certified organic produce and exclusively pasture-raised, non-confinement dairy products and free-range eggs. Natural Grocers' flexible smaller-store format allows it to offer affordable prices in a shopper-friendly, clean and convenient retail environment. The Company also provides extensive free science-based Nutrition Education programs to help customers and Crew make informed health and nutrition choices. Natural Grocers is committed to its Five Founding Principles—including its "Commitment to Community" and "Commitment to Crew." In fiscal year 2025, the Company invested more than $16 million in incremental compensation and discretionary payments for Crew. Headquartered in Lakewood, CO, Natural Grocers has 168 stores in 21 states. Visit naturalgrocers.com for more information and store locations.

View original content to download multimedia:https://www.prnewswire.com/news-releases/natural-grocers-expands-house-brand-with-five-new-varieties-of-organic-frozen-fruit--smoothie-blends-302662644.html

SOURCE Natural Grocers by Vitamin Cottage, Inc.

FAQ

What new frozen fruit products did Natural Grocers (NGVC) introduce on Jan 15, 2026?

Natural Grocers launched five new USDA Organic products: Sunshine Smoothie Blend, Super Boost Smoothie Blend, Tropical Fruit Blend, Sliced Bananas, and Sliced Peaches, sold exclusively in stores.

How much do Natural Grocers (NGVC) new organic frozen fruit items cost?

Each new Organic Frozen Fruit or Smoothie Blend is priced at $2.99 per 10 oz.

Are the new Natural Grocers (NGVC) frozen fruits fully organic and additive-free?

Yes; the products are USDA certified organic, non-GMO, contain only fruit with no added sugar, colors or preservatives, and use BPA-free packaging.

Where can shoppers buy the new Natural Grocers (NGVC) frozen fruit line?

The new frozen fruit and smoothie blends are available exclusively at Natural Grocers stores nationwide starting Jan 15, 2026.

How do the new frozen fruit SKUs fit into Natural Grocers (NGVC) private-label strategy?

The additions expand the Natural Grocers Brand, which has grown to more than 900 items since 2016, and support the retailer's focus on organic private-label offerings.

Will Natural Grocers (NGVC) offer more private-label products soon?

Yes; the company indicated additional Always Affordable private-label items are planned, including new organic chocolate bar flavors timed for Valentine's Day.