Price Rite rolls out Wholesome Pantry

Keasbey, N.J.-based Price Rite Supermarkets has introduced the private-branded Wholesome Pantry line of free-from products, including a variety of USDA-certified organic products, available at all of its more than 60 Price Rite stores in Connecticut, Massachusetts, New York, Pennsylvania, Rhode Island, Maryland, Virginia and New Jersey.

Offering everything from frozen foods to pantry mainstays, the line provides clean-label products at affordable prices, according to Price Rite. The value-focused banner already has more than 30 products available on its shelves, including almond butter, peanut butter, milk and a variety of frozen fruit and leafy greens, with more slated to roll out over the course of this year.

The Wholesome Pantry line features food items made with simple, clean ingredients without artificial additives, flavors, colors and preservatives and packaged with easy-to-read labels. 
“Price Rite is committed to providing our customers with outstanding customer service, variety, value and low prices,” said Neil Duffy, president of Price Rite Supermarkets. “With the introduction of Wholesome Pantry to our stores, we are able to give shoppers accessible, convenient products that they can feel good about giving to their families, without breaking the bank.”

ShopRite, the banner operated by members of the Keasbey, N.J.-based retailer cooperative Wakefern Food Corp., which also owns the Price Rite chain, introduced the Wholesome Pantry brand in its stores late last year.