KEASBEY, NJ - In a move to make something great even better, ShopRite has announced it is rebranding and expanding its already award-winning Wholesome Pantry and Wholesome Pantry Organic product lines. The lineup of products are currently available in stores across New Jersey, New York, Connecticut, Maryland, Delaware, and Pennsylvania, and will now be available in Fresh Grocer stores in Pennsylvania and New Jersey.

“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.”

With its new tagline, “Food Set Free,” it's obvious why the popular private label brand only uses clean ingredients. The Wholesome Pantry Organic lineup is non-GMO under the USDA’s National Organic Program and is Certified USDA Organic. ShopRite is introducing a new look and feel for its packaging of its innovative and affordable products to put the lines' quality on display.

According to a press release, the Wholesome Pantry lineup can be found on virtually every aisle of the grocery store, and with new products like organic fruits and vegetables, packaged salads, and a plethora of other newly branded items, the product line continues to expand its reach.

“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, MS, RD, 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.”

Over the next 24 months ShopRite plans to continue rolling out new products across a variety of different categories. The new products will be available in store or online through the retailer's online shopping service.

To promote the rebrand and expansion, ShopRite is planning to implement a new social media campaign as well as a robust digital marketing program. Shoppers will be able access a host of online recipes, demonstrations, and other benefits through the store’s Facebook and Instagram accounts.

With new products in the pipeline continuing to roll out through the end of the year, what new fresh produce items will we see hitting the shelves at ShopRite and other Wakefern retailers? Keep checking in with ANUK as we keep our ears to the newswire.

Wakeferrn Food Corp.