Keasbey, NJ  based-grocer ShopRite has announced the launch of Wholesome Pantry, a new private brand of free-from and organic products available exclusively at its more than 270 stores located in New Jersey, New York, Connecticut, Maryland, Delaware and Pennsylvania.

The new brand, marketed as Wholesome Pantry and Wholesome Pantry Organic, is designed as an accessible alternative for customers seeking cleaner ingredients and simpler labeling.  Wholesome Pantry’s free-from line includes products void of 110 ingredients and contains no artificial additives, flavors or preservatives. The organic line is USDA-certified organic and complies with standards set by the USDA National Organic Program.

Wholesome Pantry includes products found in nearly every aisle, including frozen, produce, dairy, and meat, along with more than 35 wholesome snack varieties, such as Almond Energy Mix and Organic Banana Chips. Over 100 Wholesome Pantry items are available on shelves now, with that number expected to triple in the coming months. The products are also available to customers who shop online via ShopRite’s popular ShopRite from Home service.

“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, Wakefern Food Corp. “With Wholesome Pantry on our shelves, we can offer products that embrace the free-from and organic food trends, and deliver the exceptional quality our customers trust and expect from ShopRite.”

A multi-tiered marketing campaign, in-store signage and shelf-talkers will inform shoppers about the new brand. In addition, the retailer is working with the company’s team of over 130 in-store dietitians to host demonstrations and provide product suggestions and recipes featuring Wholesome Pantry items.

ShopRite first began offering organic items in 1999. Wholesome Pantry is its newest entry into ShopRite’s ever-increasing portfolio of better-for-you products.

“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.”



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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.