ShopRite Launches Organic, 'Free From' Private Label

ShopRite is promoting a new private label comprising “free from” and organic products designed to appeal to shoppers in search of cleaner labels and simple ingredients. Rolled out in December 2016, the Wholesome Pantry brand includes more than 100 items spanning frozen food, produce, dairy, meat and snacks that are either USDA-certified organic (via line extension Wholesome Pantry Organic) or free from artificial additives, flavors or preservatives. The retailer plans to triple the brand's number of SKUs in the near future. “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, Wakefern Food Corp.’s executive vice president, in a media release. “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.”In stores, Wholesome Pantry SKUs are stocked on endcaps and within aisles adjacent to wobblers announcing the items as “new.” Multiple Twitter and Facebook updates (see Related Updates below) have supported the line since its launch, directing users to a promotional web page (shoprite.com/wholesomepantry) that lists 110 “artificial flavors, colors and preservatives you can’t pronounce” that are excluded from the products. ShopRite also promoted the launch by working with more than 130 in-store dietitians to provide product suggestions and recipes highlighting Wholesome Pantry items. A display ad on the retailer's home page and a feature in its Dec. 11, 2016, circular supported.The Wholesome Pantry Organic line extension replaces the retailer’s ShopRite Certified Organic offering.

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