ShopRite revamps Wholesome Pantry store brand

Dan Ochwat
Executive Editor
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ShopRite’s Wholesome Pantry and Wholesome Pantry Organic lines are getting a revamped look and a new tagline — “Food Set Free.” The reintroduction will roll out early this month accompanied by some new products and a digital campaign.

The private brand is the retailer’s affordable, clean-label line and will be available at all of ShopRite stores in New Jersey, New York, Connecticut, Maryland, Delaware and Pennsylvania. The line also will be available at fellow Wakefern Food banner Fresh Grocer at its locations in Pennsylvania and New Jersey. 

The Wholesome Pantry store brand is a lifestyle brand that crosses nearly every category in the store, including frozen, produce, dairy and meat. There are more than 100 newly branded items in the line like nut butters, organic fruits and vegetables, and packaged salads. New items are also being added to the brand like organic Kombucha in flavors like coconut watermelon elderberry and ginger lemon, and frozen breakfast bowls.

The company said it will add dozens of new products to the Wholesome Pantry line over the next two years such as baking, condiments, dry pasta, grains, snacks, seafood and meatless entrees.

“We’re thrilled to be introducing a bold new look for this beloved brand,” said Chris Skyers, vice president of own brands at Wakefern Food Corp. “Since its debut four years ago, the Wholesome Pantry line has offered delicious, free-from and organic products that are both budget-friendly and accessible. Now we’ve taken it to the next level, updating the brand with even more innovative products that we’re confident our shoppers are going to love.”

Wakefern and ShopRite made waves in 2019 with its transformational store brand launches for the Paperbird nonfood line and Bowl & Basket food lines. Wholesome Pantry joins those flagship lines with a modern style and ethos, as the company describes it.

Throughout the month, ShopRite will support the two new redesigned lines with a digital campaign centered around the “Food Set Free” tagline and will include downloadable recipes and virtual cooking demonstrations on Instagram and Facebook, run by ShopRite’s dietitian team.

“For customers looking for organic or better-for-you options, our Wholesome Pantry line is a great solution that checks a lot of boxes when it comes to feeling good about the meals you serve yourself and your family,” said Natalie Menza-Crowe, Wakefern's director of health and wellness. “We’re excited about Wholesome Pantry's refreshed look and feel, and can’t wait to help our customers create delicious recipes by incorporating these items into their favorite meals.”