Wakefern Food Corp.’s banner ShopRite is on the move to become more organic. Recently, the chain announced it is expanding and rebranding its already award-winning Wholesome Pantry and Wholesome Pantry Organic product lines. The lineup of products are currently available in stores across New Jersey, New York, Connecticut, Maryland, Delaware, and Pennsylvania, and will now be available in Fresh Grocer stores in Pennsylvania and New Jersey.
“We’re thrilled to be introducing a bold new look for this beloved brand,” said Chris Skyers, Vice President of Own Brands at Wakefern Food Corp. “Since its debut four years ago, the Wholesome Pantry line has offered delicious, free-from, and organic products that are both budget-friendly and accessible. Now we’ve taken it to the next level, updating the brand with even more innovative products that we’re confident our shoppers are going to love.”
With “Food Set Free” as its new tagline, the popular private label brand only uses clean ingredients, is non-GMO under the USDA’s National Organic Program, and is Certified USDA Organic. ShopRite is also introducing a new look and feel to the packaging of its innovative and affordable products to put the lines’ quality on display.
As stated in the press release, the Wholesome Pantry lineup can be found on virtually every aisle of the grocery store. ShopRite plans to add dozens of new Wholesome Pantry products over the next 24 months, including baking, condiments, dry pasta, grains, snacks, seafood, and meatless entrees. Shoppers can purchase the new products in-store or online via ShopRite’s online shopping service, ShopRite from Home.
“For customers looking for organic or better-for-you options, our Wholesome Pantry line is a great solution that checks a lot of boxes when it comes to feeling good about the meals you serve yourself and your family,” said Natalie Menza-Crowe, MS, RD, Director of Health and Wellness at Wakefern. “We’re excited about Wholesome Pantry's refreshed look and feel, and can’t wait to help our customers create delicious recipes by incorporating these items into their favorite meals.”
To promote the rebrand and expansion, ShopRite is planning to implement a new social media campaign as well as a robust digital marketing program. Shoppers will be able to access a host of online recipes, demonstrations, and other benefits through the store’s Facebook and Instagram accounts.
As the retail landscape continues to roll out new products in deli, dairy, and specialty, Deli Market News will continue to report the latest in the industry.