Green Bay, Wis.-based Shopko announced this week that it would add 70 new private label items to its shelves, primarily in health and beauty products and cleaning products.

Shopko operates nearly 350 stores in 22 states and is celebrating its 50^thanniversary this year.

The company introduced private label under the Shopko brand five years ago, the company said in a news release announcing the release.

That line now totals more than 700 private label products across a number of categories.

“We know that our customers are looking for quality and value, and Shopko brand products consistently deliver on both fronts,” said Tom Abbott, Shopko’s senior vice president product development/general merchandise manager for consumables, in the release. “We test all of our products against the national brand equivalent to assure that our product quality meets or exceeds that of the national brand.”

Shopko said the next wave of private label products to hit its shelves will arrive in spring 2013, with an additional 175 products in existing categories, including skin care, sun care, hair care, laundry detergent, cleaning, vitamins, oral care, incontinence, diapers and shaving.

“Our research has found that Shopko brand products are as good as or better than the national brands, but at a fraction of the price, which is a welcome benefit to our consumers in this economy,” Abbott said. “Customers appreciate that they are getting the high quality products they desire while enjoying the savings that our private brand offers.”