JACKSONVILLE, FLA. — Southeastern Grocers Inc., parent company of grocery chains Harveys Supermarket, Fresco y Más and Winn-Dixie, has launched its new private label brand Know & Love.

The product line is aimed at consumers seeking affordable, clean label products in a wide range of categories, such as baking ingredients, ready-made foods, beverages and dairy products. Know & Love products are formulated free from almost 100 ingredients the company identified as “undesirable,” including certified color additives, high-fructose corn syrup, aspartame, saccharin, sucralose and partially hydrogenated oils.

“Our customers and associates are the driving force behind every decision we make, and as they began to express an increasing desire for products with simple ingredients, we set out to create a budget-friendly, clean label line centered around two fundamental traits: trust and transparency,” said Brooke Rice, senior director of Own Brands at Southeastern Grocers. “Know & Love encapsulates this ideal and reflects our steadfast commitment to provide quality products at an affordable price.”

The brand’s packaging is designed to reflect the simplicity and quality of the clean label offerings and features color coding for gluten-free and plant-based dietary requirements. Know & Love products are being gradually rolled out in stores throughout 2024 and will incorporate existing Naturally Better and SE Grocers brand products that meet Know & Love’s ingredient standards. The company expects the brand to include over 1,000 products when fully launched.

“When customers purchase Know & Love items, they can trust they’re bringing home products made from ingredients they’ll love,” Ms. Rice said.