What’s your flavor? ShopRite Gelato & Sorbet

Shoprite gelato

ShopRite, which already has a wide selection of private brand frozen fruit, vegetables, organic, gluten and natural items in the Frozen Aisle, introduced a new line of super premium private brand Italian gelato and sorbet in July.

“Our ShopRite Imported Gelato & Sorbet products are off to a fast start. With our first promotion, it’s already flying off the shelves,” said Dave Edwards, a procurement manager for ShopRite and Wakefern Food Corp.

From pistachio and caramel sea salt, to double chocolate and eggnog, the 12 flavors of Italian-imported gelato and two flavors of sorbet (limoncello and mixed berry) are resonating with ShopRite consumers at a time when demand for full flavored frozen treats and premium ice cream is at an all time high.

Shoprite gelato2

A recent International Dairy Foods Association (IDFA) survey revealed that nearly 80% of ice cream manufacturers cited premium as their most popular category.

“We brought this product to market because we saw the trend in the category, particularly in super premium ice cream and gelato,” said Edwards. “Our gelato is sourced and produced in Italy, where the product originated in the 1600s, and it’s authentic and artisan-crafted.”

“Our ShopRite Imported Gelato & Sorbet gelato is also on point with consumer trends toward flavor profiles and products with more of an authentic and international flair,” he added.

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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.