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ShopRite Launches Trend-Focused Private Label

ShopRite Launches Trend-Focused Private Label

Wednesday, December 28th, 2016

ShopRite is cementing its commitment to organic with the new Wholesome Pantry free-from line. The exclusive line is set to debut in all its stores throughout New Jersey, New York, Connecticut, Maryland, Delaware, and Pennsylvania.

Chris Lane, Executive VP Wakenfern Food Corp./ShopRite (Photo:Chain Drug Review)

“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 Chris Lane, Executive Vice President of ShopRite parent company Wakefern Food Corp. “With Wholesome Pantry on our shelves, we can offer products that embrace the free-from and organic food trends, and deliver the exceptional quality our customers trust and expect from ShopRite.”

The company’s new line features upwards of 100 items and counting. In a recent press release, the retailer reported that the label covers items in nearly every aisle—items including:

  • Meat
  • Dairy
  • Produce
  • Frozen

The collection offers more than 35 wholesome snack varieties, like Almond Energy Mix and Organic Banana Chips, with the number of items available expected to as much as triple in the coming months.

As simple ingredients gain traction with consumers and become increasingly on-trend, the Wholesome Pantry line touts products void of 110 ingredients—with no artificial additives, flavors, or preservatives. The line is being USDA-certified organic and also complies with standards set by the USDA National Organic Program.

Natalie Menza-Crowe, MS, RD, Director of Health and Wellness Department, ShopRite

“Supporting customers with their individual health and wellness needs is a top priority at ShopRite,” said Natalie Menza-Crowe, MS, RD, Director of ShopRite’s Health and Wellness Department. “We’re proud to offer Wholesome Pantry as an option that allows our customers to eat well and feel good about the products they are serving their family.”

ShopRite called the Wholesome Pantry label the latest in its ever-increasing portfolio of better-for-you products. The label is expected to feature in more than 270 stores in the eastern U.S.