ShopRite introduces new free-from store brand

ShopRite, which began offering organic items in 1999, has increased the line in a big way. ShopRite's parent company, Keasbey, N.J.-based Wakefern Corp., said it is launching a private brand of organic and other free-from products at all 270 of its ShopRite stores, located in New Jersey, New York, Connecticut, Maryland, Delaware and Pennsylvania. Marketed as Wholesome Pantry and Wholesome Pantry Organic, the brand is designed as an accessible alternative for customers seeking clean label products, according to the company.

Wholesome Pantry’s free-from line includes products “void of 110 ingredients” and contains no artificial additives, flavors or ingredients, the company stated. The organic line 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.

More than 100 Wholesome Pantry items are available on shelves now, with the number expected to triple in the coming months. The products are also available online through the retailer’s 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, Wakefern’s executive vice president, in a statement. “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 more than 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 the newest entry in the chain’s 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, RDN, 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.”

For more information about Wholesome Pantry, visit http://www.shoprite.com/wholesomepantry.