KEASBEY, N.J. — ShopRite is launching a new private label food and beverage brand, Bowl & Basket, with a focus on premium products at budget-friendly prices, the company said.
Bowl & Basket will debut alongside a new Paperbird household products brand. Combined, the two brands will launch approximately 100 items in November, expanding to 300 by year’s end and reaching more than 3,500 newly branded products by the end of 2021.
“The launch of Bowl & Basket and Paperbird is the catalyst for an ambitious redesign of ShopRite store brands,” said Chris Lane, executive vice-president of Wakefern Food Corp., the largest retailer-owned cooperative in the country and the merchandising, logistics and distribution arm for all ShopRite stores. “We are ready to deliver this next generation of innovative, high-quality and exciting own brand products at ShopRite.”
Bowl & Basket products will include such staples as milk, water and safflower, canola and peanut oils alongside new offerings, including avocado oil and a new line of kettle-cooked potato chips in Maui sweet onion and cracked pepper flavors. The brand also will debut 16 salads, including sesame Asian salad kits, chopped romaine, coleslaw and Italian blends, and spring mix arugula.
“We surveyed thousands of our ShopRite customers to find out what they love about ShopRite and what they’d like to see more of on our shelves,” said Chris Skyers, vice-president of Private Label and Own Brands at Wakefern. “We learned that they love what ShopRite stands for — community and great value — but that they also expected a little more from us when it comes to our own brand offerings. We set out to exceed those expectations with these new inspired brands, which are helping to redefine how customers see ShopRite. Bowl & Basket and Paperbird products are tailored to our shoppers and based on what they told us they want and need — incredible quality at affordable prices.”
ShopRite’s existing ShopRite, ShopRite Kitchen, ShopRite Trading Company and Cape Gourmet food brands will convert over time to Bowl & Basket and Paperbird. As part of the process, all products will undergo “rigorous testing to ensure they meet the enhanced brand standards,” ShopRite said.
The introduction of Bowl & Basket follows the 2016 launch of ShopRite’s Wholesome Pantry brands, which include the Wholesome Pantry Organic line along with a range of products free from 110 ingredients and artificial additives and preservatives. To round out the reinvention of its Own Brands portfolio, ShopRite plans to also launch new products under its Wholesome Pantry line in the coming months.