NJ grocer rebrands 4 stores as The Fresh Grocer

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NJ grocer rebrands 4 stores as The Fresh Grocer

By David Salazar - 02/04/2020
Bowl & Basket, one of Wakefern's newest private brands

Nicholas Markets, which operates four stores in New Jersey, is giving the locations an overhaul. The company is converting the Foodtown stores as The Fresh Grocer, one of the Wakefern Food retailer-owned cooperative’s banners, bringing shoppers in Cedar Grove, North Haledon and the Township of Washington access to Wakefern’s various private brand products, including Bowl & Basket and Paperbird. 

“My customers know they get a top-notch, specialty grocery shopping experience at our stores, and we will continue to provide all the things our customers know and love while adding new and exciting features as we rebrand to The Fresh Grocer,” said David Maniaci, current president and CEO of Nicholas Markets.  “This is the exciting next chapter in my family’s 77-year history in the grocery business. I want to thank shoppers for their ongoing support as we complete our rebranding efforts and make the change to The Fresh Grocer.”

Wakfern's Paperbird line

The stores will continue to offer take-home meals and fresh foods, the company said. They also will add to their selection Wakefern’s Whole Pantry brands, as well as the popular new Bowl & Basket and Paperbird private brand lines. Both new brands — the former focused on budget-friendly foods with thoughtful pairings and the latter focused on attractive and effective household products — launched in November, and were highlighted by Wakefern executives in the December 2019 issue of Store Brands, in which the magazine spoke to Wakefern executives about how they have built out their private brand offering. 

Maniaci and Nicholas Markets — which has been operating in New Jersey since 1943 as a family-owned business — joined Wakefern last October, and the rebranding of the stores will be completed throughout February and into March.