The free-from food movement is an increasing necessity for consumers, and ShopRite's 'Wholesome Pantry' private label shows that consumers are looking for free-from guarantees from more that just niche organic brands. The private label food brand offers many of the same items available at ShopRite as a whole, but it makes sure to offer those products with ingredients that people can feel comfortable eating and feeding to their families.
Wholesome Pantry removes 110 artificial ingredients that commonly populate the ingredient lists of competing products. This means eschewing artificial flavors, colors, and preservatives entirely. The line also includes an organic sub-set that's USDA Organic Certified, giving consumers confidence in the natural products.
Some of the items under the Wholesome Pantry umbrella include organic pasta sauce, dried fruits and nuts, nut butters, and organic salads.