ShopRite Dramatically Rethinks its Private Brand Portfolio

ShopRite today unveiled two new private brands that debut on store shelves this month. Food brand Bowl & Basket and household brand Paperbird kick off a transformation of the supermarket’s private brand portfolio with newly designed and carefully crafted products, starting with approximately 100 items in November, expanding to 300 by year’s end, and more than 3,500 newly branded products by the end of 2021.

To streamline and simplify the shopping experience for customers, ShopRite’s existing ShopRite, ShopRite Kitchen, ShopRite Trading Company and Cape Gourmet food brands will convert over time to Bowl & Basket and Paperbird. As part of that process, all products undergo rigorous testing to ensure they taste great and meet the enhanced brand standards. In addition to welcoming new on-trend items, customers will continue to find the products they know and love under the new brand names, and some existing items may be reformulated and improved before being added to Bowl & Basket and Paperbird.

The launch of both brands will be supported by an omnichannel marketing campaign that celebrates the everyday. Bowl & Basket messaging reminds customers that “For Life’s Recipe,” it’s never about a single ingredient, and that the best moments happen when life and food come together. The Paperbird campaign embraces the theme “Clean in Peace” and offers effective products to tackle household chores in style.

“The launch of Bowl & Basket and Paperbird is the catalyst for an ambitious redesign of ShopRite store brands,” said Chris Lane, executive vice president of Wakefern Food Corp., the largest retailer-owned cooperative in the country and the merchandising, logistics and distribution arm for all ShopRite stores. “We are ready to deliver this next generation of innovative, high-quality and exciting own brand products at ShopRite.”

Customers will find the exciting brand additions across ShopRite aisles – everything from avocado oil to Maui Sweet Onion Kettle Chips, to milk and water under the Bowl & Basket name. Avocado oil, known for its healthy fat profile and high smoke point, is a new addition that will be available under the Bowl & Basket Specialty brand, along with core items such as safflower, canola and peanut oils. Sixteen different salads including Sesame Asian Salad kits, Chopped Romaine, Coleslaw and Italian blends, and Spring Mix Arugula are fresh, flavorful and beautifully packaged produce arrivals.

In addition to core items such as milk, water, oils, and salads, Bowl & Basket will also offer a variety of on-trend premium and specialty selections such as the new line of affordable kettle-cooked potato chips with rich, gourmet flavors like sweet onion and cracked pepper. Paperbird’s product lineup includes high design, low-cost cleaning, and paper products and club-sized items such as bath tissue and paper towels with an assortment that extends to high quality, two-ply paper towels and ultra-soft double-ply bath tissue.

Several years in the making, the two new brand lines have a modern, upscale aesthetic. The new products meet rigorous quality assurance criteria and have a consistent look and feel that makes it easier for customers to find them across store aisles.

ShopRite turned to customers for input and inspiration in creating the new brands.

“We surveyed thousands of our ShopRite customers to find out what they love about ShopRite and what they’d like to see more of on our shelves. We learned that they love what ShopRite stands for – community and great value – but that they also expected a little more from us when it comes to our own brand offerings,” said Chris Skyers, vice president of Private Label and Own Brands at Wakefern. “We set out to exceed those expectations with these new inspired brands, which are helping to redefine how customers see ShopRite. Bowl & Basket and Paperbird products are tailored to our shoppers and based on what they told us they want and need – incredible quality at affordable prices.”

“Bowl & Basket and Paperbird represent incredible value all wrapped up in beautiful packaging that our customers will be proud to put out on their kitchen counter and serve at their table with family and friends,” noted Lane. “We can’t wait to share these great products with our customers.”

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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.