Whole Story

The Official Whole Foods Market® Blog

Be Good To Your Whole Body with Private Label

By Mara Fleishman, October 28, 2008  |  Meet the Blogger  |  More Posts by Mara Fleishman

  • At Whole Foods Market there are 2 private label lines: 365 Everyday Value® and Whole Foods Market™ brands.
  • The bottom line for WFM PL supplements is “Well-researched high-quality products at great prices.”

365 Everyday Value®

  • Simple, straightforward and affordable supplements and body care;
  • Buyers and manufacturers have partnered together to find some of the most popular formulas in the industry, so we’re able to keep the costs low;
  • Not a lot of money goes into packaging so that a lot of the investment goes into the quality of the products and keeping prices low.
  • “The basics” with simple ingredients
  • Capsules are more expensive, so a lot of 365 products will be tablet form.
  • 365 Body care – full range of products (shampoo, conditioner, lotion, soap);  Very basic &clean; meet our quality standards; exceed the needs of customers

Whole Foods Market™ Brand

  • A step above in terms of the complexity of the formulation;
  • Reaches beyond the basic products;
  • We control the supply chain so we look at sourcing closely;
  • And are able to keep the prices very competitive and deliver great quality.
  • You might find a food based multivitamin product that is like a basic multi with adding benefits like superfoods and enzymes and bioflavonoids.
  • Includes condition-specific formulas (ex. digestive health or weight loss, etc.)

What’s different about our private label?

  • They are some of the most intensively sourced products on the planet.
  • We have teams of buyers and we go out and try to formulate products to meet needs of our customers.
  • Our quality standards are the framework so we deliver super-high-quality products.
  • We are customers too, which shapes how we do everything we do.

 

7 Comments

Comments

Jenny says ...
I'm curious if your 365 brand shampoos will have a change in formulation because they currently include many ingredients that are listed on your unacceptable ingredients for premium body care list, like SLS and the like. I know that's specifically for the premium body care line, but if it's unacceptable for one product, why is it acceptable in another?
10/28/2008 8:35:34 PM CDT
hsiaw says ...
@Jenny Currently, all of the body care products in our stores, including those under the 365 Everyday Value label meet our baseline quality standards for body care. We have always offered the highest quality body care products available and to take our existing standards one step further (if you would like, link to: http://www.wholefoodsmarket.com/products/whole-body-standards.php ), we recently launched a set of even stricter Premium Body Care Standards. Our hope is to eventually have all of our body care products meet our premium standard, but this will take some time because it can take a manufacturer up to three years in order to properly reformulate a body care product, and we do not want to rush the process. The Whole Body Premium Standard is a dynamic standard. It is our first push to take action, yet with new information and as the industry makes available higher quality and cleaner ingredients, we will raise the bar accordingly.
10/29/2008 9:05:57 AM CDT
Jenny says ...
I know it's been a few days since you responded, but I wanted to say thanks! I was initially confused to see some of the ingredients in the whole body line of shampoos and conditioners, but this makes a lot of sense. I really do appreciate all of Whole Foods' hard work to push the standard in food, home and body care.
11/03/2008 1:47:38 AM CST
Tran says ...
Does the 365 shampoo and conditioner contain animal ingredients? I did not find the statement that said "no animal ingredients" on the label, however a sales rep found it when I called later. But the thing that bothers me is that the label lists glycerine as one of the ingredients and it is not specified as vegetable glycerine. Thanks.
03/11/2009 3:30:27 PM CDT
hsiaw says ...
@Tran Just received confirmation from our Private Label folks that the glycerin in our body care lines are indeed vegetable derived.
03/11/2009 4:58:50 PM CDT
britta says ...
I agree with Jenny, below,"I’m curious if your 365 brand shampoos will have a change in formulation because they currently include many ingredients that are listed on your unacceptable ingredients for premium body care list, like SLS and the like. I know that’s specifically for the premium body care line, but if it’s unacceptable for one product, why is it acceptable in another?" I am returning the bottle I bought, because I naively trusted that Whole Foods would not add harmful ingredients to their products :(
07/20/2009 3:11:38 PM CDT
Ilise says ...
Is the Whole Foods Vanilla Honey Lip Balm gluten free? It contains Vitamin E which in many beauty products is derived from wheat. Thanks.
07/22/2009 11:02:42 AM CDT