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Wakefern's ShopRite introduces two new store brands

Bowl & Basket and Paperbird to be retailer’s flagship premium private label lines

ShopRite today unveiled two new store brands that debut on store shelves this month offering high-quality food and household products at value prices.

ShopRite’s launch of the Bowl & Basket and Paperbird lines kicks off a transformation of the supermarket’s own brands with newly designed and carefully crafted products, starting with approximately 100 items in November, expanding to 300 by year’s end, and more than 3,500 newly branded products by the end of 2021. 

Bowl & Basket foods pair thoughtfully selected ingredients at a budget-friendly price, according to the retailer, while Paperbird offers a new line of beautifully designed and effective household products.  

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The launch of both brands will be supported by an omnichannel marketing campaign that celebrates the everyday. Bowl & Basket messaging reminds customers that “For Life’s Recipe,” it’s never about a single ingredient, and that the best moments happen when life and food come together. The Paperbird campaign embraces the theme “Clean in Peace” and offers effective products to tackle household chores in style. 

“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 retailer-owned cooperative and 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.”

More than 100 newly branded items including packaged salads, salty snacks, cooking oils, bottled water and paper goods will begin arriving on store shelves early this month, and ShopRite expects to add nearly 3,500 Bowl & Basket foods and Paperbird household products over the next 18 months.

The two new brand lines have a modern, upscale aesthetic, according to ShopRite, with quality that is equal to or better than national brands. The new products meet rigorous quality assurance criteria and have a consistent look and feel that makes it easier for customers to find them across store aisles.

ShopRite also turned to customers for input and inspiration in creating the new brands.

“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. 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,” said Chris Skyers, vice president of Private Label and Own Brands at Wakefern. “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 that process, all products will undergo rigorous testing to ensure they meet the enhanced brand standards. In addition to welcoming new on-trend items, customers will continue to find the products they know under the new brand names, and some existing items may be reformulated and improved before being added to Bowl & Basket and Paperbird.

The introduction of Bowl & Basket and Paperbird follows the successful 2016 launch of ShopRite’s Wholesome Pantry brands, which include the Wholesome Pantry Organic line as well as a range of products free from 110 ingredients and artificial additives and preservatives. Wholesome Pantry will also be introducing new products in the coming months, rounding out ShopRite’s reinvention of its Own Brands portfolio.

Keasbey, N.J.-based Wakefern Food Corp. members own and operate more than 300 ShopRite supermarkets, as well stores under The Fresh Grocer, Price Rite Marketplace and Dearborn Market banners.


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