Natural Grocers® Expands Private-Label Brand With Organic Tortillas, Crafted for Every Type of Craving

Rhea-AI Summary

Natural Grocers (NGVC) announced four new Natural Grocers Brand Organic Tortillas on Oct 8, 2025.

Produced in New Mexico using traditional techniques, the private-label lineup includes Organic Flour Tortillas, Organic Burrito-Style Flour Tortillas, Organic Whole Wheat Flour Tortillas (each $3.99 / 17 oz), and Organic Yellow Corn Tortillas ($2.49 / 12 oz). All varieties are certified organic, non-GMO, kosher, and made without hydrogenated fats, flour-bleaching agents, or chemical dough conditioners.

The launch expands the company’s private-label portfolio, which has grown to more than 900 products available exclusively at Natural Grocers stores.

Insights

Private-label product strategist

Natural Grocers expands its private-label line with four organic tortilla SKUs at stated affordable prices, reinforcing house‑brand breadth.

Natural Grocers launched four certified‑organic, non‑GMO, kosher tortillas on October 8, 2025, priced at $3.99 (17 oz) and $2.49 (12 oz). The announcement highlights production in New Mexico, use of traditional techniques, and positioning the items as part of a >900‑SKU private‑label assortment available exclusively in its stores.

The business mechanism here is clear: broaden the house brand across a staple category to drive margin capture and customer loyalty through exclusive, value‑priced offerings. Key dependencies include in‑store availability, consumer trial and repeat purchase, and product quality living up to the organic/non‑GMO/kosher claims; any failure on those points would limit impact.

Watch near‑term metrics such as shelf rollout cadence, unit sales, and repeat purchase rates versus other private‑label SKUs, and monitor how these SKUs affect overall private‑label mix over the next 12–18 months. If adoption is steady, the addition reinforces the company’s stated Always AffordableSM private‑label strategy and expands everyday basket penetration.

LAKEWOOD, Colo., Oct. 8, 2025 /PRNewswire/ -- For anyone searching for the easiest, most satisfying way to wrap up a meal, look no further. Natural Grocers®, the nation's largest family-operated natural and organic grocery retailer, today announced the latest addition to its private-label brand with Natural Grocers® Brand Organic Tortillas. Crafted in New Mexico using traditional techniques, they deliver a soft texture that elevates everything from breakfast tacos to enchiladas—even dessert quesadillas.

Soft, supple, and delicious—the new house brand organic tortillas bring homemade flavor at a price that's just as tasty.

The four new additions to the company's house brand are certified organic, non-GMO, kosher and are made without hydrogenated fats, flour-bleaching agents or chemical dough conditioners. Customers can choose from a range of sizes, from soft taco to burrito, and styles including yellow corn, whole wheat and white flour.

Raquel Isely, vice president of marketing at Natural Grocers, said, "We are thrilled to bring these new tortillas to our customers. Not only are they soft, supple and delicious, but they're also sold at a fabulous value. Look for these new additions in our coolers to elevate your next Southwest-inspired creation at an Always Affordable^SM price. Try them with our Shrimp Tacos with Cilantro Lime Crema recipe or our Vegetarian Enchilada Casserole recipe and you'll feel like a culinary champion."

FOUR NEW VARIETIES AT AN ALWAYS AFFORDABLE^SM PRICE

• Organic Flour Tortillas ($3.99 / 17 oz)
• Organic Burrito-Style Flour Tortillas ($3.99 / 17 oz)
• Organic Whole Wheat Flour Tortillas ($3.99 / 17 oz)
• Organic Yellow Corn Tortillas ($2.49 / 12 oz)

RECENT ADDITIONS AND COMING SOON
Since its launch in 2016, Natural Grocers Brand Products has grown to feature more than 900 high-quality products, available exclusively at Natural Grocers stores. Recent additions to the private-label line include several varieties of Organic Restaurant-Style Tortilla Chips and Organic Whole Milk Yogurt, with even more premium-quality, Always Affordable products on the way.

• Learn more about Natural Grocers' product standards here.
• Click here for a media kit, courtesy of Natural Grocers.
• Contact Katie Macarelli: kmacarelli@naturalgrocers.com for any press-related questions.

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 2024, the Company invested more than $15 million in incremental compensation and discretionary payments for Crew. Headquartered in the Union Square neighborhood of Lakewood, CO, Natural Grocers has 168 stores in 21 states. Visit www.naturalgrocers.com for more information and store locations. 

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SOURCE Natural Grocers by Vitamin Cottage, Inc.

FAQ

What new products did Natural Grocers (NGVC) launch on October 8, 2025?

Natural Grocers launched four Natural Grocers Brand Organic Tortillas: Organic Flour, Organic Burrito-Style Flour, Organic Whole Wheat Flour (all $3.99 / 17 oz), and Organic Yellow Corn ($2.49 / 12 oz).

Are the Natural Grocers Brand Organic Tortillas certified organic and non-GMO?

Yes. All four tortilla varieties are certified organic, non-GMO, kosher, and made without hydrogenated fats, flour-bleaching agents, or chemical dough conditioners.

Where are Natural Grocers Brand Organic Tortillas made and what styles are available?

They are crafted in New Mexico using traditional techniques and come in sizes from soft taco to burrito and styles including yellow corn, whole wheat, and white flour.

How do the new tortillas fit into Natural Grocers' private-label strategy (NGVC)?

The tortillas expand the Natural Grocers Brand, which has grown since 2016 to more than 900 exclusive products sold only at Natural Grocers stores.

Where can customers buy Natural Grocers Brand Organic Tortillas and find recipes?

The tortillas are available exclusively at Natural Grocers stores, and the company highlights pairing ideas like Shrimp Tacos with Cilantro Lime Crema and Vegetarian Enchilada Casserole.

Who can media contact for more information about the NGVC product launch?

Media inquiries can be directed to Katie Macarelli at kmacarelli@naturalgrocers.com.