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Sprouts Farmers Market has turned over a new leaf in its ongoing private label revamp with debut of private label Real Root at the beginning of October.

Real Root is replacing Sprouts Essentials, the specialty grocer’s former private brand, with a new name, logo and packaging while maintaining the same quality standards, Jac Ross, vice president of Sprouts Brand, said in an interview.

The new health and wellness brand consists of over 130 body care, personal care and home fragrance items such as shampoo and conditioner, scented Epsom salt, soap, body wash and shower gel. Real Root also offers special seasonal flavors like bourbon apple, pumpkin spice and candy cane that will rotate throughout the year.

“(The term) ‘essential’ has changed over time to mean something different, to mean basic, and we wanted to make sure our customers understood that these (products) are not basic. They’re really developed so you feel like you’re treating yourself,” Ross said of Real Root’s development.

Real Root’s packaging is deep green to reflect luxury, Ross said, adding that product labels must highlight three attributes of each item, such as vegan, cruelty-free or paraben-free.

Over the past two years, Sprouts has been on a mission to consolidate its private label lines into three distinct categories — food, health and wellness, and vitamins, Ross said.

grocer tackled its food category first. Earlier this year, it completed the process of bringing its previously separate grocery and private label lines under the Sprouts brand. During that time, the grocer began slowly rolling Real Root into the store and online, Ross said.

The second phase of Sprouts was the health and wellness department. To differentiate the categories, the grocer introduced the new name, Real Root, which will serve as the sole store brand in the health and wellness section.

Next year, Sprouts plans to launch its revamped private label line for the vitamin department, but has yet to share the brand name or when it will be available to shoppers.

Private label has been a profitable sales category for Sprouts in recent years, accounting for 20% of its annual revenue in fiscal 2023. During the most recent call with investors, CFO Curtis Valentine said Sprouts’ brand includes 23% of its total sales during the grocer’s third trimester. CEO Jack Sinclair also noted on the call that Sprouts has so far launched more than 300 new Sprouts brand items during fiscal 2024.