2020 Wholesaler of the Year

The Wholesome Pantry lineup can be found in nearly every aisle, including frozen, produce, dairy and meat. More than 100 newly branded items, such as nut butters, organic fruits and vegetables and packaged salads, arrived on store shelves beginning in early October.

The rebrand also will include the launch of new innovative products including organic Kombucha, in flavors such as ginger lemon and coconut watermelon elderberry. Also included in the launch will be organic frozen breakfast bowls that provide a quick, well-balanced meal to start the day.

ShopRite plans to add dozens of new Wholesome Pantry products over the next 24 months. These include baking, condiments, dry pasta, grains, snacks, seafood and meatless entrees. Shoppers can purchase the new products in store, or online via ShopRite’s online shopping service, ShopRite from Home.

The tagline for the new campaign, “Food Set Free,” will be displayed as part of the relaunch, which will be supported by a robust digital marketing program. As part of the campaign, shoppers will be able to download online recipe suggestions and view live cooking demonstrations on the supermarket’s corporate social media accounts. The demonstrations will feature members of 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, director of Health and Wellness at Wakefern.

“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.”

The best-selling Wholesome Pantry line, which consists of both Wholesome Pantry and Wholesome Pantry Organic, offers consumers quality equal to or better than national brands. It features the same free-from standards as its conventional counterpart, Wholesome Pantry, plus an additional USDA Organic Certification. All Wholesome Pantry Organic products are considered non-GMO under the USDA’s National Organic Program.

The rebrand of Wholesome Pantry and Wholesome Pantry Organic follows the successful 2019 launch of ShopRite’s award-winning Bowl & Basket and Paperbird private label brands.

The new flagship brands combine the best of ShopRite value and innovation with a distinct and modern brand style and ethos.

Bowl & Basket foods pair selected ingredients at a budgetfriendly price. Paperbird offers a line of effective household products that look as good as they clean.

Wholesome Pantry, the popular private label brand of clean ingredient, affordable foods, was reintroduced in October with an updated look and feel, select new and innovative products, and a fresh tagline, “Food Set Free.”