LAKEWOOD, Colo. — Natural Grocers by Vitamin Cottage is expanding its private-label frozen food lineup. The retailer is launching Organic Frozen Ravioli, introducing four varieties designed for quick, organic weeknight meals. The new products are available exclusively at Natural Grocers stores nationwide and retail for $8.49 per 20-ounce bag. Natural Grocers makes the ravioli with certified organic pasta and fillings. The company excludes artificial flavors, synthetic colors, and preservatives. These standards align with the retailer’s product guidelines and growing demand for convenient organic foods.
New organic ravioli varieties hit freezer aisles
The new private-label ravioli lineup includes four varieties, each packaged in 20-ounce bags and sold exclusively at Natural Grocers locations:
- Organic Ricotta & Mushroom Ravioli
- Organic Mozzarella & Cherry Tomato Ravioli
- Organic Eggplant & Provolone Ravioli
- Organic Butternut Squash Ravioli
Natural Grocers prices all varieties at $8.49, offering shoppers an accessible organic meal option in the frozen food category.
According to the company, the brand uses organic pasta and carefully sourced ingredients to deliver restaurant-style flavors in a convenient frozen format. The ravioli cook quickly and pair easily with sauces or vegetables for complete meals.
In a statement announcing the launch, Raquel Isely, vice president of marketing at Natural Grocers, said the company sought to combine traditional Italian techniques with organic ingredient sourcing.
According to Isely, the brand partnered with producers in Italy to create the product line.
“A craving for authentic Italian ravioli led us to Via Emilia, the heart of Italy’s culinary tradition,” Isely said. “There, we found a partner who shares our commitment to organic ingredients, traditional techniques, and careful craftsmanship.”
The ravioli are labeled Made in Italy, emphasizing authenticity while remaining part of the retailer’s growing private-label portfolio.
Why it matters
Private-label expansion has become a major strategy for grocery retailers looking to differentiate their assortments and control supply chains. By introducing organic frozen ravioli under its own brand, Natural Grocers is strengthening its position in the premium private-label segment while responding to consumer demand for convenient, organic meal solutions.
Frozen meals are also experiencing renewed interest as shoppers seek quick dinner options without sacrificing ingredient transparency. Retailers that combine convenience, organic certification, and competitive pricing may gain an advantage in attracting value-conscious health-focused consumers.
For specialty grocers like Natural Grocers, private-label products can improve margins while reinforcing brand identity around quality standards and ingredient sourcing.
The company is also investing in its physical retail footprint to support these product expansions. In March 2026, Natural Grocers announced the relocation and reopening of its Abilene, Texas store, featuring an upgraded layout, expanded organic assortment, and a series of promotional events designed to drive traffic. The move reflects how the retailer is aligning private-label innovation with in-store experience, ensuring new product launches are supported by merchandising, pricing strategies, and customer engagement at the store level.
Editor’s note: Source86 perspective
For food manufacturers and private label brands, the Natural Grocers ravioli launch highlights a growing trend in the CPG industry. The trend centers on premium private-label frozen foods built around organic ingredients and global sourcing. Retailers are increasingly investing in proprietary product lines. These products give retailers greater quality control and stronger brand differentiation in competitive grocery aisles.
At Source86, we help CPG companies navigate these shifts. Our services include ingredient sourcing, bulk supply partnerships, private label development, and co-manufacturing support. Demand for organic and specialty frozen foods continues to grow. Brands that build transparent and efficient supply chains can scale production more effectively. They can also maintain quality and regulatory compliance. Let’s talk.
FAQs
Natural Grocers introduced four varieties of Organic Frozen Ravioli: Ricotta & Mushroom, Mozzarella & Cherry Tomato, Eggplant & Provolone, and Butternut Squash.
Each 20-ounce bag costs $8.49 and is available exclusively at Natural Grocers stores.
Yes. The products are certified organic and made without artificial flavors, synthetic colors, or preservatives according to Natural Grocers’ product standards.
External source: Natural Grocers® Rolls Out Organic Frozen Ravioli for Easy, Elevated Meals
