Private Label

ShopRite Debuts Wholesome Pantry Private Label Line

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ShopRite, the largest retailer-owned cooperative in the United States, has announced the launch of Wholesome Pantry. Frozen vegetables are among items in the new private label range of free-from and organic products available exclusively at more than 270 stores in New Jersey, New York, Connecticut, Maryland, Delaware and Pennsylvania.

WP organic Logo organicThe new brand, marketed as Wholesome Pantry and Wholesome Pantry Organic, is positioned as an accessible alternative for customers seeking cleaner ingredients and simpler labeling.  Wholesome Pantry’s free-from line includes products void of 110 ingredients ranging from Acesulfame-K to Vanillin, and contains no artificial additives, flavors or preservatives. The organic line is USDA-certified organic and complies with standards set by the USDA National Organic Program.

Wholesome Pantry products are found in nearly every aisle, including frozen, produce, dairy, and meat, along with more than 35 snack varieties. Over 100 Wholesome Pantry items are available on shelves now, with that number expected to triple in the coming months. The products are also offered to customers who shop online via ShopRite’s Home 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 Chris Lane, executive vice president of Keasbey, New Jersey-headquartered Wakefern Food Corp., owner of the ShopRite trademark. “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 us.”

A multi-tiered marketing campaign, in-store signage and shelf-talkers will inform shoppers about the new brand. In addition, the retailer is working with the company’s team of over 130 in-store dietitians to host demonstrations and provide product suggestions and recipes featuring Wholesome Pantry items.

ShopRite first began offering organic items in 1999. Wholesome Pantry is its newest entry into the retailer’s portfolio of better-for-you products.

“Supporting customers with their individual health and wellness needs is a top priority,” 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.”