ShopRite Launches Organic and Free-Form Private Label

ShopRite Launches Organic and Free-Form Private Label



KEASBEY, NJ - ShopRite is delving further into the organic market with its new Wholesome Pantry free-from line, launching 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-form and organic food trends, and deliver the exceptional quality our customers trust and expect from ShopRite.”

And on-shelf the items currently are, with upwards of 100 and counting. The retailer reported in a recent press release that the label covers items in nearly every aisle, including:

  • Produce
  • Dairy
  • Meat
  • Frozen

Amongst the collection are 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.

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.”

As consumer trends continue to rise for simpler ingredients, the Wholesome Pantry line touts products void of 110 ingredients, no artificial additives, flavors, or preservatives, and an organic line that is being USDA-certified organic. It also complies with standards set by the USDA National Organic Program.

ShopRite called the Wholesome Pantry label the latest in its ever-increasing portfolio of better-for-you products, present in more than 270+ stores in the eastern U.S.

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