Supervalu relaunches Wild Harvest line

Supervalu said Tuesday it has launched a refresh of its Wild Harvest natural/organic private brand, including a new logo, slogan and a “free from” product label touting clearer ingredient statements.

In addition, the brand, which was launched in 2008 and currently features more than 300 products in 60 categories, will introduce nearly 200 new items this year.

“Research shows that many consumers are skeptical of label claims, especially around the term ‘natural,’ and they often believe that organic equates to expensive,” said David Young, Supervalu’s VP of private brands, in a statement. “While the Wild Harvest brand has always been about delivering great quality, affordable, better-for-you food choices, this refresh will make it easier for shoppers to find Wild Harvest products at their neighborhood grocery store that help them live a healthy lifestyle.”

The Wild Harvest brand refresh brings subtle visual changes to the logo and packaging that make it easier for shoppers to find Wild Harvest products throughout the store, the company said. The updated logo delivers a positive, clean aesthetic that calls to mind the warmth of the sun and nature, and the product packaging redesign features bright new graphics with a vibrant field of green reminiscent of fresh grass. The refreshed design helps convey that any flavors or colors added to Wild Harvest products are derived from natural, not synthetic sources. Each product package also will prominently display the new “free from” messaging.

The “Eat Free. Go Wild” integrated marketing campaign will feature digital advertisements, as well as new in-store signage and merchandising, public relations support and community outreach events. Supervalu, headquartered in Eden Prairie, Minn., said the campaign brings to life the organic and healthy lifestyle in a fun, imaginative and creative way by conveying to consumers that it’s easy to “Eat Free. Go Wild” no matter what your age — whether it’s a kid who’s “wild about food that’s free from stuff I can’t say” or a mom who’s “wild about better food at better prices.”

Wild Harvest products are available at Supervalu retail banners, including Cub Foods, Farm Fresh, Hornbachers, Shop n’ Save and Shoppers Food & Pharmacy, as well as independent local grocery retailers nationwide.

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