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.
Key Themes Behind This Trend
- Free-from Food Movement
- The trend towards free-from food is growing as consumers demand products without artificial ingredients.
- Private Label Brands
- Private label brands like Wholesome Pantry are disrupting the market by offering affordable free-from options.
- Organic Certification
- USDA Organic Certification provides consumers with confidence in the natural and organic products offered by Wholesome Pantry.
Where This Applies
- Grocery Retail
- Grocery retailers have the opportunity to meet consumer demand for free-from food by offering private label brands.
- Food Manufacturing
- Food manufacturers can capitalize on the free-from food trend by reformulating their products to remove artificial ingredients.
- Health Food Stores
- Health food stores can expand their offerings to include Wholesome Pantry products and cater to consumers seeking free-from options.
