a plate of food on a table

ShopRite bolsters Bowl & Basket with robust fresh chicken line

More than two dozen fresh chicken options beef up the private brand food line as the retailer looks closer at fresh foods, prepared meals for its shoppers.
Dan Ochwat
Executive Editor
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ShopRite’s Bowl & Basket private brand has introduced a line of fresh chicken — an assortment of more than two dozen chicken cuts such as breasts, thighs, fillets, wings, drumsticks, kabobs and more.

The introduction marks a significant expansion of its flagship private brand Bowl & Basket into fresh poultry, as it grows its store brands including the Paperbird nonfood line and Wholesome Pantry, which received a makeover last year.

a close up of food on a table

Bowl & Basket and Paperbird launched late 2019, a complete overhaul of the retailer’s store brand strategy to streamline products into a newly developed private brand for food and one for nonfood.

The retailer is part of Wakefern Food, a retailer-owned cooperative based in Keasbey, N.J. ShopRite operates nearly 280 locations on the east coast.

“Years in the making, the Bowl & Basket Fresh Chicken line will provide our customers with an easy, affordable way to create fast, tasty and healthy meals that they can feel good about serving their families,” said Pam Ofri, director of product development and operations, Own Brands at ShopRite. “We have listened carefully to our customers, and we know they want high-quality items, at the best possible value — and we’re committed to delivering on that promise.”

a tray of food on a plate

In October of last year, ShopRite also tested a “Fresh to Table” store-within-a-store concept shop in three stores that was dedicated to meal solutions, revamping how it positioned fresh foods in stores. The program also highlighted its private brands such as Bowl & Basket and Wholesome Pantry inside the fresh departments.

The fresh chicken program is another way the private brands are focusing on meal prep and fresh foods for shoppers. The Bowl & Basket Fresh Chicken line ​​will be supported by an omnichannel marketing campaign which will provide shoppers with additional guidance on meal planning, recipes and cooking tips hosted by the ShopRite’s dietitians across various social media platforms. Additionally, celebrity chefs Palak of @TheChutneyLife and Josh Capon of @ChefCapon, have partnered with ShopRite to create appealing content and buzz about the line.

“We’re excited to launch this new product in our stores, and build on our long tradition of offering our customers fresh, high-quality poultry at amazing prices,” said Roger Savoia, VP of the meat division at ShopRite. “We’re confident that this new line of chicken will become the new anchor brand of our fresh poultry portfolio.”