Natural Grocers® Expands Private-Label Brand with Organic Wellness Shots

Rhea-AI Summary

Natural Grocers (NYSE:NGVC) has expanded its private-label brand with the introduction of Organic Wellness Shots, available in six functional flavors. The 2-ounce shots, priced at $2.99 each, are packaged in recyclable glass bottles and crafted in partnership with a women- and minority-owned manufacturer.

The new product line features unique combinations including matcha, tart cherry, pomegranate, and pineapple-ginger blends, with select varieties containing probiotics. All shots are certified organic, gluten-free, non-GMO, and free from artificial preservatives.

This launch adds to Natural Grocers' private-label portfolio, which has grown to over 900 products since its 2016 inception, recently expanded with organic cheese varieties and a vegan skincare collection.

Positive

• Expansion of private-label portfolio with premium wellness products
• Partnership with women- and minority-owned manufacturer enhances ESG profile
• Sustainable packaging choice with recyclable glass bottles
• Competitive pricing at $2.99 per unit

Negative

• Limited distribution through Natural Grocers stores only

Now available in stores: six functional flavors in 2-ounce glass bottles

LAKEWOOD, Colo., July 15, 2025 /PRNewswire/ -- Natural Grocers^® is raising a glass—or rather, a bottle—to wellness with the latest addition to its house brand lineup: Natural Grocers^® Brand Organic Wellness Shots. These flavorful 2-ounce shots are designed to support customers' wellness goals, whether that means an energizing boost, or maintaining the normal, healthy function of immune or digestive systems.

Each shot combines vibrant fruit juices and botanical ingredients, with select varieties featuring probiotics, creating a delicious, on-the-go wellness option with a Certified Organic twist. Like all Natural Grocers Brand products, they're made with the highest quality standards. These refreshing mini tonics are gluten free, non-GMO and made without artificial preservatives.

FUNCTION MEETS FLAVOR
From energizing matcha to zesty pineapple-ginger blends, the Organic Wellness Shots are available in six unique flavors:

• Organic Balance Shot – Tart cherry, cucumber, lemon and probiotics
• Organic Boost Shot – Matcha, ginger, lemon and lime
• Organic Digest Shot – Coconut water, pineapple, ginger and probiotics
• Organic Revive Shot – Pomegranate, ginger and elderberry
• Organic Thrive Shot – Pineapple-ginger tonic
• Organic Vitality Shot – Apple cider vinegar, apple, ginger and lemon

Crafted in partnership with a women- and minority-owned manufacturer, the shots are also bottled in recyclable glass, making them a more sustainable option compared to common single-use plastic packaging. Customers can purchase them individually for $2.99, exclusively at Natural Grocers stores.

RECENT ADDITIONS AND COMING SOON
Since its launch in 2016, Natural Grocers Brand Products feature over 900 high-quality products, available exclusively at Natural Grocers stores. Learn more about Natural Grocers' product standards here. Recent additions to the private-label line include five new varieties of Organic Cheese and a new luxury, vegan Skincare Collection, with even more premium-quality, Always Affordable^SM products on the way.

• Click here for a media kit, courtesy of Natural Grocers.
• To request media samples or for any press-related questions, please contact Katie Macarelli: 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 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 169 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 are the new Natural Grocers (NGVC) Organic Wellness Shots?

Natural Grocers' new Organic Wellness Shots are 2-ounce functional beverages available in six flavors, including varieties with probiotics, matcha, and botanical ingredients. They are certified organic, gluten-free, and non-GMO.

How much do Natural Grocers (NGVC) Wellness Shots cost?

Natural Grocers Organic Wellness Shots are priced at $2.99 per bottle and are available exclusively at Natural Grocers stores.

What flavors are available in Natural Grocers' new Wellness Shots?

The six flavors include Balance (tart cherry), Boost (matcha), Digest (coconut water), Revive (pomegranate), Thrive (pineapple-ginger), and Vitality (apple cider vinegar).

How many private-label products does Natural Grocers (NGVC) currently offer?

Natural Grocers' private-label brand, launched in 2016, now features over 900 high-quality products available exclusively at their stores.

What type of packaging does Natural Grocers use for their Wellness Shots?

Natural Grocers Organic Wellness Shots come in recyclable glass bottles, offering a more sustainable alternative to conventional single-use plastic packaging.