Addressing consumers’ growing preference for organic and natural products, Supervalu, Inc. (NYSE: SVU), the third-largest U.S. food retailer, has launched its own organic and natural brand.
The new brand, Wild Harvest, will include products across numerous food categories and debut this month in the company’s grocery stores, which include Acme, Albertsons, bigg’s, Cub Foods, Farm Fresh, Hornbacher’s, Jewel-Osco, Lucky, Shaw’s/Star Market, Shop ‘n Save and Shoppers Food & Pharmacy.
The Wild Harvest brand will initially feature approximately 150 items ranging from staples like milk, eggs, meat and fresh produce to pastas and sauces, cookies, crackers, cereal and juice. Long term, the brand will include approximately 250 to 300 products across various categories, the company said.
The Wild Harvest brand will be supported with a fully integrated marketing campaign, including print, TV, radio and online advertisements, as well as direct marketing.
About Supervalu Inc.
Supervalu Inc. is one of the largest companies in the U.S. grocery channel with estimated annual sales of approximately $44 billion. Supervalu holds leading market share positions across the United States with its approximately 2,450 retail grocery locations.
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