SUPERVALU Updates Wild Harvest Branding

The Wild Harvest brand is unveiling a refreshed brand positioning, logo and packaging graphics, supported by a fully integrated marketing campaign titled "Eat Free. Go Wild." In addition, the brand, which was launched in 2008 and currently features more than 300 products in 60 categories ranging from fresh produce, dairy and meat to cereals, pastas, snacks and baby foods, is expanding its product lineup in 2015 and will be introducing nearly 200 items this year. As part of the brand refresh, Wild Harvest will shift to “free from” messaging that addresses consumers’ desire for clearer ingredients statements. All Wild Harvest products are free from more than 100 undesirable ingredients, including artificial and synthetic ingredients, and nearly 70% of its products are certified organic by the U.S. Department of Agriculture (USDA). “Research shows that many consumers are skeptical of label claims, especially around the term ‘natural,’ and they often believe that organic equates to expensive,” says David Young, vice president of private brands for SUPERVALU. “While the Wild Harvest brand has always been about delivering great quality, affordable, better-for-you food choices, this refresh will make it easier for shoppers to find Wild Harvest products at their neighborhood grocery store that help them live a healthy lifestyle.” In addition to a line of hormone-free, antibiotic-free meats and poultry launched in the fall of 2014, Wild Harvest will introduce the following items this year:

The Wild Harvest brand refresh brings subtle visual changes to the logo and packaging that make it easier for shoppers to find Wild Harvest products throughout the store. The updated logo delivers a positive, clean aesthetic that calls to mind the warmth of the sun and nature, and the product packaging redesign features bright graphics with a vibrant field of green reminiscent of fresh grass. The refreshed design helps convey that any flavors or colors added to Wild Harvest products are derived from natural, not synthetic sources. Each product package also will prominently display the “free from” messaging. In addition, the Wild Harvest website has been updated to coincide with the brand refresh. eat free The “Eat Free. Go Wild.” integrated marketing campaign will feature digital advertisements, as well as in-store signage and merchandising, public relations support and community outreach events. The campaign brings to life the organic and healthy lifestyle in a fun, imaginative and creative way by conveying to consumers that it’s easy to “Eat Free. Go Wild.” no matter what your age — whether it’s a kid who’s “wild about food that’s free from stuff I can’t say” or a mom who’s “wild about better food at better prices.” Wild Harvest products are available at SUPERVALU retail banners, including CUB Foods, Farm Fresh Food & Pharmacy, Hornbacher's, Shop 'n Save and Shoppers Food & Pharmacy, as well as independent local grocery retailers nationwide.