Fareway Introduces Truly Yours Private Label Line

Fareway has officially launched its new private label brand, Truly Yours, across all store locations. The brand offers a variety of treats such as truffles, mini pies, and sandwich cookies, catering to busy parents looking for quick and delightful food options.

“This brand was created with busy parents in mind,” said Erin Wisecup, category director at Fareway.

This move aligns with the growing trend of retailers investing in private label products, which offer both quality and affordability. Truly Yours is described as a high-quality, fun, and trendy brand that emphasizes simplicity while providing delicious moments of joy that are quick and easy.

The initial product line includes items like chocolate assorted truffles, sea salt caramels, and sandwich cookies in flavors like carrot cake and crème brûlée, along with Southern pecan, lemon, and chocolate chess mini pies. Fareway also plans to expand the line with snack mixes, organic wheat berry bread, pasture-raised eggs, pasta kits, and seasonal limited-time flavors in the coming months.

Fareway operates 139 stores across seven states and employs more than 12,000 people, making it a significant player in the Midwest grocery market.