Snack smarter: Natural Grocers rolls out bold new non-GMO Peruvian chips with a crunchy, clean-label promise

Natural Grocers by Vitamin Cottage, Inc., the largest family-operated organic and natural grocery chain in the United States, has announced the nationwide launch of three new non-GMO Peruvian chip varieties under its private-label product line. The introduction of these snacks—sweet potato chips, kettle-cooked potato chips, and cassava chips—all seasoned with sea salt and free from artificial additives, underscores the company’s deepening commitment to clean-label snacking and responsible sourcing.

These new additions arrive as consumer demand continues to grow for healthier alternatives in the snack aisle, particularly products that align with plant-based, vegan, and non-GMO lifestyles. By expanding its private-label portfolio with chips sourced directly from Peru—often regarded as the birthplace of the potato—Natural Grocers is both capitalizing on and contributing to a broader industry shift toward ingredient transparency and sustainable sourcing.

According to the company, the new products meet all of its rigorous quality standards, offering customers a crunchy, flavourful snack made from simple ingredients without compromising on price or purity. Each variety is priced at $3.49 for a 5 oz bag and is now available at all Natural Grocers locations across the country.

What sets these Peruvian non-GMO chips apart in a crowded snack market?

The rise in demand for minimally processed, nutrient-rich snacks has led retailers and brands alike to innovate around staple snack formats, including potato and root vegetable chips. What distinguishes the Natural Grocers brand non-GMO Peruvian chips is not just their clean-label credentials, but the origin of their ingredients and the story that comes with them.

All three chip varieties are made with ingredients sourced directly from Peru—a country that remains firmly committed to agricultural biodiversity and traditional farming practices. Since 2011, Peru has enforced a moratorium on genetically modified organisms, effectively banning the importation and cultivation of GMOs. This decision has positioned Peru as a global leader in sustainable farming and has protected the integrity of its native crops, particularly tubers like potatoes and cassava.

Natural Grocers has leveraged this unique supply chain not only to ensure non-GMO integrity but also to support the Peruvian farming communities engaged in traditional agriculture. The chips are made without artificial flavourings, synthetic colours, preservatives, or additives, and are certified vegan and kosher, further widening their appeal across dietary lifestyles.

Vice President of Marketing Raquel Isely emphasized that the new chips are emblematic of the company’s broader mission. She noted that the snacks deliver on taste and nutrition, while staying true to the values that Natural Grocers has upheld since its inception—quality, transparency, and affordability.

How does this launch fit into Natural Grocers’ private-label strategy?

Since its private-label brand was established in 2016, Natural Grocers has steadily expanded its portfolio to include more than 800 products spanning categories such as organic produce, frozen seafood, dairy alternatives, snacks, beverages, and personal care. The strategy behind the private-label expansion is clear: offer shoppers high-quality, ethically sourced products at what the company calls “Always AffordableSM” pricing.

This pricing strategy is central to the brand’s consumer appeal, allowing Natural Grocers to remain competitive against larger retail chains while maintaining strict sourcing and ingredient standards. By offering these Peruvian chips at $3.49 per bag, the company continues to demonstrate that clean-label snacks can be made accessible to mainstream consumers without compromising ethical sourcing or product integrity.

Recent product introductions—such as organic frozen mussels and organic coconut water—have further expanded the brand’s presence in the frozen and beverage categories. Upcoming additions are expected to include organic body care items, strategically timed for seasonal demand around Mother’s Day. These launches reinforce the brand’s commitment to innovation across both grocery and personal wellness categories.

How is Natural Grocers responding to evolving consumer trends?

The rollout of non-GMO Peruvian chips arrives at a time when U.S. consumers are placing increased importance on ingredient transparency, environmental impact, and value alignment. The 2020s have seen a significant shift toward plant-based, non-GMO, and ethically produced products, particularly among Gen Z and millennial shoppers who tend to scrutinize product labels more closely and seek to align their purchases with personal values.

In this context, Natural Grocers’ private-label expansion represents more than just product innovation—it’s a strategic alignment with shifting market dynamics. Consumers increasingly want to know the origin of their food, how it was grown, and whether the supply chain supports sustainable and humane practices. By sourcing potatoes and cassava from Peru and highlighting the country’s anti-GMO stance, Natural Grocers is differentiating its offering in a way that resonates with these values-driven consumers.

Moreover, as economic pressures have led many shoppers to become more price-sensitive, the “Always Affordable” positioning serves to further attract value-seeking customers who don’t want to sacrifice quality or ethical standards.

What does the Peruvian chip launch signal for the future of Natural Grocers?

The addition of non-GMO Peruvian chips is part of a broader trend among specialty grocers to use private-label branding as a tool for growth, loyalty-building, and margin enhancement. As Natural Grocers continues to invest in its private-label product development, it is carving out a stronger competitive position in an increasingly crowded natural foods market.

While large players like Whole Foods Market and Sprouts Farmers Market also continue to expand their private-label offerings, Natural Grocers differentiates itself through family ownership, stringent ingredient standards, and community-based operations. Its deliberate approach to product sourcing and merchandising has helped it maintain a loyal customer base even as competition intensifies.

As of early 2025, the company operates over 160 stores across 20 U.S. states and has built a reputation for championing nutrition education and sustainable business practices. With a lean operational model and a focused product strategy, Natural Grocers appears well-positioned to continue expanding its footprint and enhancing its house brand.

Industry analysts suggest that ongoing supply chain reliability, international sourcing strategies, and consumer trust in certifications like non-GMO, vegan, and kosher will continue to influence brand differentiation in the grocery sector. In that regard, Natural Grocers’ move to highlight Peruvian farming traditions and biodiversity may serve as a model for other companies seeking to marry product storytelling with environmental credibility.

As competition in the natural grocery sector continues to rise, Natural Grocers’ introduction of Peruvian non-GMO chips may appear as a simple snack innovation on the surface—but it reflects a deeper strategy. By embracing ethically sourced, clean-label products and keeping them competitively priced, the company is reinforcing its value proposition while tapping into the evolving consciousness of the modern consumer. In doing so, it is not only broadening its private-label portfolio but also redefining what it means to snack responsibly.