UNFI adds plant-based meats to Wild Harvest line

Food wholesaler UNFI has updated the look of its Wild Harvest private label line, and added its first plant-based meat items to the category. The line currently offers over 400 items, 70% of which are certified organic.

At the 2022 Natural Products Expo West trade show in Anaheim, Cali., UNFI is introducing four new products to the Wild Harvest brand, all of which are plant-based protein.

The new items include Plant Based Burger Patties, Plant Based Grinds, Plant Based Meatballs and Plant Based Breakfast Patties. 

The new plant-based proteins are made with pea protein and non-GMO Project Verified ingredients and are free of soy, gluten and palm oil. The products mark the brand’s entry into plant-based meat, providing shoppers a new, plant-based meat option at competitive pricing.

“Wild Harvest is recognized on shelves nationwide as a trusted choice for consumers looking for a wide range of cleaner and more mindful choices that are easier on their wallets, but don’t compromise on taste or quality,” said Amanda Helming, UNFI’s chief marketing officer. “With a short ingredient list, desirable product attributes and a price point that’s 5-10% less than national brands, we’re excited to be able to launch new items under a new design to modernize the brand and meet both retailer and consumer needs for a high-quality, more affordable alternative to national plant-based meats.”

The brand refresh will take place across all categories over the next 18 months. The plant-based meat launch follows a report from DataWeave showing that private label penetration continues to increase with inflation.