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Wakefern Food Corp.’s ShopRite banner has rolled out a private label line of free-from and USDA-certified organic products, Wholesome Pantry. The brand, designed to appeal to shoppers in search of cleaner labels and simple ingredients, is available exclusively at ShopRite stores and via the ShopRite from Home grocery delivery service.
“We know there’s a growing demand for simple foods that are free from artificial ingredients, and we also know that our customers want these foods to be accessible and convenient,” said Wakefern EVP Chris Lane.
The new product line encompasses frozen food, produce, dairy and meat, as well as more than 35 better-for-you snacks. More than 100 Wholesome Pantry items are in stores now, with that amount set to triple in the near future. Customers can find more information, such a list of the 110 ingredients not present in the free-from offerings, online.
To promote the line, stores will employ a multitiered marketing campaign, in-store signage and shelf-talkers, and in-store dietitians will host demonstrations and offer product suggestions and recipes featuring Wholesome Pantry items.
“Supporting customers with their individual health-and-wellness needs is a top priority at ShopRite,” noted Natalie Menza-Crowe, director of ShopRite’s health and wellness department, who described the new products as “an option that allows our customers to eat well and feel good about the products they are serving their family.”
Keasbey, N.J.-based Wakefern, the largest retailer-owned cooperative in the United States, consists of 50 members who individually own and operate more than 270 supermarkets under the ShopRite banner. Wakefern and ShopRite together employ more than 50,000 people throughout New Jersey, New York, Connecticut, Pennsylvania, Delaware and Maryland.