ShopRite Expanding, Rebranding Wholesome Pantry Portfolio

ShopRite this month will reintroduce its Wholesome Pantry and Wholesome Pantry Organic product lines with an updated look and feel, new and innovative products and a new tagline, “Food Set Free.”

Available at all its stores in New Jersey, New York, Connecticut, Maryland, Delaware and Pennsylvania, as well as at Fresh Grocer stores in Pennsylvania and New Jersey, the Wholesome private label brand consists of clean ingredient foods across frozen, produce, dairy and meat. More than 100 newly branded items, such as nut butters, organic fruits and vegetables and packaged salads, will arrive on store shelves beginning early October.

The rebrand will also include the launch of new products such as organic kombucha in flavors like ginger lemon and coconut watermelon elderberry, and organic frozen breakfast bowls.

“We’re thrilled to be introducing a bold new look for this beloved brand,” said Chris Skyers, VP  of own brands for Keasbey, N.J.-based Wakefern Food Corp., whose banners include ShopRite and The Fresh Grocer. “Since its debut four years ago, the Wholesome Pantry line has offered delicious, free-from and organic products that are both budget-friendly and accessible. Now we’ve taken it to the next level, updating the brand with even more innovative products that we’re confident our shoppers are going to love.”

ShopRite plans to add dozens of new Wholesome Pantry products over the next 24 months, including baking, condiments, dry pasta, grains, snacks, seafood and meatless entrees. Shoppers can purchase the new products in-store or online via ShopRite’s online shopping service, ShopRite From Home.

The tagline for the new campaign, “Food Set Free,” will be displayed as part of the relaunch and be supported by a digital marketing program. As part of the campaign, shoppers will be able to download online recipe suggestions and view live cooking demonstrations featuring members of ShopRite’s dietitian team on the supermarket’s corporate Facebook and Instagram accounts.

“For customers looking for organic or better-for-you options, our Wholesome Pantry line is a great solution that checks a lot of boxes when it comes to feeling good about the meals you serve yourself and your family,” said Natalie Menza-Crowe, director of health and wellness for Wakefern. “We’re excited about Wholesome Pantry's refreshed look and feel, and can’t wait to help our customers create delicious recipes by incorporating these items into their favorite meals.