Shoprite Redesigns Premium Private Brand Diapers

Northeastern grocer and member of Wakefern Food Corporation, Shoprite is introducing redesigned Shoprite Private Brand diapers and raising quality and feature standards to include all of the leading premium features. With stretchy side panels for a custom fit and a stretch waist to help prevent leaks; these diapers are designed to make the most discriminating mom happy. They are ultra Soft and Absorbent, plus they have a hypoallergenic liner with Vitamin E, Aloe and Organic Botanicals to keep your baby dry and comfortable.

All ShopRite owners are members of Wakefern Food Corporation, which buys, warehouses and transports products while providing other support services to ensure customer satisfaction. “Volume” buying enables ShopRite stores to offer their consumers the lowest overall prices, and the greatest value, in the marketplace.

Headquartered in Keasbey, New Jersey, Wakefern operates over 2.5 million square feet of grocery and non-food warehousing. Its transportation fleet, one of the largest private fleets on the east coast, consists of 400 tractors and 2,000 trailers, and travels more than 35 million miles annually.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.