Dollar General launches Heartland Harvest

In a May 26 conference call reporting on his company’s fiscal 2016 first-quarter earnings, Todd Vasos, CEO of Goodlettsville, Tenn.-based Dollar General Corp., said the retailer launched a new private brand named Heartland Harvest to expand its better-for-you offerings. The line is meant to resonate with millennials. By September, the company anticipates it will introduce more than 15 new SKUs under the brand.

Dollar General also plans to expand its store brand offerings in health and beauty care, Vasos said. In addition, it plans to engage its store associates as "private brand ambassadors" in an overall effort to grow its private brand penetration.