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ShopRite Unveils Two New Premium Store Brand Lines

ShopRite Bowl & Basket

Last updated on June 14th, 2024 at 10:39 am

ShopRite unveiled two new store brands that debut on store shelves this month. ShopRite’s launch of Bowl & Basket and Paperbird food and household 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.

ShopRite PaperbirdThe new flagship brands combine ShopRite value and innovation with a distinct and modern brand style and ethos. Bowl & Basket foods pair thoughtfully selected ingredients at a budget friendly price. Paperbird offers a new line of effective and beautifully designed household products that look as good as they clean.

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, EVP 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.”

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

In addition to core items such as milk, water, oils and salads, Bowl & Basket will also offer a variety of on-trend premium and specialty selections such as the new line of affordable kettle-cooked potato chips with rich, gourmet flavors like sweet onion and cracked pepper. Paperbird’s product lineup includes high design, low cost cleaning and paper products and club-sized items such as bath tissue and paper towels with an assortment that extends to high quality, two-ply paper towels and ultra-soft double-ply bath tissue.

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Shelby Team

The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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