ShopRite Debuts Wholesome Pantry Private Label Line
Keasbey, NJ – (December 23, 2016) – ShopRite has announced the launch of Wholesome Pantry, a new private label line of free-from and organic products available exclusively at all of its more than 270 stores located in New Jersey, New York, Connecticut, Maryland, Delaware and Pennsylvania.
The new brand, marketed as Wholesome Pantry and Wholesome Pantry Organic, is designed as an accessible alternative for customers seeking cleaner ingredients and simpler labeling. Wholesome Pantry’s free-from line includes products void of 110 ingredients 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.
The Wholesome Pantry lineup includes products found in nearly every aisle, including frozen, produce, dairy, and meat, along with more than 35 wholesome snack varieties, such as Almond Energy Mix and Organic Banana Chips. Over 100 Wholesome Pantry items are available on shelves now, with that number expected to triple in the coming months. The products are also available to customers who shop online via ShopRite’s popular ShopRite from 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, 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.”
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 ShopRite’s ever-increasing portfolio of better-for-you products.
“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.”
Visit ShopRite.com/wholesomepantry for more information about Wholesome Pantry.
ShopRite is the registered trademark of Wakefern Food Corp., a retailer-owned cooperative based in Keasbey, NJ, and the largest supermarket cooperative in the United States. With more than 270 ShopRite supermarkets located throughout New Jersey, New York, Pennsylvania, Connecticut, Delaware and Maryland, ShopRite serves more than six million customers each week. A long-time supporter of key community efforts, ShopRite is dedicated to fighting hunger in the communities it serves. Through its ShopRite Partners In Caring program, ShopRite has donated more than $39 million to 1,700 worthy charities and food banks since the program began in 1999. For more information, please visit www.ShopRite.com.