The retailer introduces La Tierra de Sabores as part of a broader effort to support Hispanic shopper engagement and expand authentic, value-driven offerings in 2026

As Save A Lot continues to expand its culturally relevant private label offerings, the largest independently owned and operated value-focused grocery store chain in the U.S. is re-launching and expanding its private label Hispanic brand under a new name, La Tierra de Sabores.

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Credit: Save A Lot

The refreshed brand features vibrant colors and patterns designed to reflect a more authentic, modern look while maintaining the quality and value Save A Lot shoppers expect. The update marks a major refresh of the retailer’s Hispanic private label program to start off the year.

The new brand consolidates Save A Lot’s assortment of Hispanic items previously sold under the Tio Santi and Caracara brands and includes tortillas, seasonings, queso and more. All items are transitioning to La Tierra de Sabores and will be available in stores over the coming weeks. Save A Lot is also expanding its product offering with the introduction of new bagged rice items and plantain strips, available in stores later this month.

“La Tierra de Sabores builds on our commitment to offering quality, culturally relevant products that reflect the communities we serve,” said Sally Fatzinger, Vice President of Center Store Merchandising at Save A Lot. “By refreshing and expanding our Hispanic private label assortment, we’re making it easier for customers to find trusted, authentic options at prices that fit their everyday needs.”

Find your nearest Save A Lot here.

About Save A Lot

Founded in 1977, Save A Lot is the largest independently owned and operated value-focused grocery store chain in the U.S., with approximately 600 stores in 29 states. True to its mission of being a hometown grocer, Save A Lot strives to provide unmatched quality and value to local families. Customers enjoy savings compared to traditional grocery stores on great tasting, high quality private label brands, national brand products, USDA-inspected meat, farm-fresh fruits and vegetables, and other non-food items. For more information visit www.SaveALot.com and follow Save A Lot on Facebook (facebook.com/savealot), on X (@savealot), and Instagram (@SaveALotFoodStores), or for more information on becoming a Save A Lot independent retail operator, visit ownasavealot.com.

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