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.
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News Market Reaction – NGVC
In the Jan 15 session, NGVC gained 5.00%, reflecting a notable positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h 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. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
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.
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.
Key Terms
non-GMO regulatory
usda organic regulatory
bpa-free technical
AI-generated analysis. How Rhea-AI works. Not financial advice.
Certified organic and non-GMO, the natural and organic retailer gives customers "summertime anytime" in the freezer aisle
ALWAYS
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.
- Organic Frozen Sunshine Smoothie Blend (
$2.99 /10 - Organic Frozen Super Boost Smoothie Blend (
$2.99 /10 - Organic Frozen Tropical Fruit Blend (
$2.99 /10 - Organic Frozen Sliced Bananas (
$2.99 /10 - Organic Frozen Sliced Peaches (
$2.99 /10
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
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SOURCE Natural Grocers by Vitamin Cottage, Inc.