Fareway launches Truly Yours private label line

Fareway has launched a new private label brand, Truly Yours.

The brand, which debuted in all store locations, includes items like truffles, mini pies, and sandwich cookies.

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

The move follows a continued trend of retailers investing in private label.

Fareway describes Truly Yours is a “high quality” brand that is fun and trendy, but also simple. It also “brings moments of joy that are quick, easy, and taste amazing.”

The brand plans to launch future products in the coming months including snack mixes, wheat berry bread, organic pasture raised eggs, trail mixes, pasta meal kits, pasta, salad kits, butter mints, donut muffins, and tea cakes. Seasonal launches will also include limited time products and flavors. 

Items released in the first wave will include: Chocolate assorted truffles; dark and milk chocolate sea salt caramels; carrot cake, crème brulee & chocolate chip sandwich cookies; Southern pecan, lemon and chocolate chess mini pies.
Fareway Stores, Inc. operates 139 stores in a seven-state region. The retailer is a family-owned business and has more than 12,000 total employees.