ShopRite Announces More Major Changes to Brand Name Products

One of the most popular grocery stores in the Hudson Valley is making some big changes.

Last week, ShopRite unveiled two new store brands that will debut on shelves this month. You may have already noticed some of the changes as we previously reported ShopRite brand milk is now labeled "Bowl & Basket."

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, officials say.

The rebranding will start with 100 items in November, expanding to 300 by year’s end, and increasing to more than 3,500 newly branded products by the end of 2021.

“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 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.”

According to the ShopRite, the new brands combine the best of ShopRite value and innovation with a distinct and modern brand style and ethos.

Bowl & Basket foods is said to combine "thoughtfully selected ingredients" at a "budget-friendly price" while Paperbird is newly designed household products "that look as good as they clean."

Everything from milk, water, salads, chips and cooking oils will be sold at the grocery store under the Bowl & Basket brand. Paperbird’s products include cleaning and paper products.

“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,” said Chris Skyers, Wakefern’s vice president of Private Label and Own Brands. “We learned that they love what ShopRite stands for – community and great value. With these new inspired brands, we are delivering on that and reimagining how customers see ShopRite. Bowl & Basket and Paperbird products were created in response to what shoppers told us they want and need – incredible quality at affordable prices.”

To streamline and simplify the shopping experience for customers, ShopRite’s existing ShopRite, ShopRite Kitchen, ShopRite Trading Company and Cape Gourmet food brands will convert over time to Bowl & Basket and Paperbird, officials say.

In addition to some new ShopRite products, customers will find current ShopRite branded products under the new brand names, with some existing items being changed or as the company says "reformulated and improved before being added to the Bowl & Basket and Paperbird lines."

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