ShopRite Launches Two New Premium Store Brands

Keasbey, NJ (November 12, 2019) – ShopRite today unveiled two new innovative store brands that debut on shelves this month with the best assortment of high-quality foods and products at great everyday value.

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 increasing to more than 3,500 newly branded products by the end of 2021.

The new flagship brands combine the best of 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, 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.”

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. ShopRite expects to add nearly 3,500 Bowl & Basket foods and Paperbird household products over the next 18 months.

Customers will find the exciting brand additions across ShopRite aisles – everything from avocado oil to Maui Sweet Onion Kettle Chips to milk and water under the Bowl & Basket name. Avocado oil, known for its healthy fat profile and high smoke point, is a new addition that will be available under the Bowl & Basket Specialty brand, along with core items such as safflower, canola and peanut oils. Sixteen different salads, including Sesame Asian Salad kits, Chopped Romaine, Coleslaw and Italian blends, and Spring Mix Arugula, are fresh, flavorful and beautifully packaged produce arrivals.

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.

Several years in the making, the two new brand lines have a modern, upscale aesthetic, with quality that is equal to or better than national brands. The new products meet rigorous quality assurance criteria and have a consistent look and feel that makes it easier for customers to find them across store aisles.

ShopRite also turned to customers for input and inspiration in creating the new brands.

“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. In addition to welcoming new on-trend items, customers will continue to find the products they know and love under the new brand names, and some existing items may be reformulated and improved before being added to the Bowl & Basket and Paperbird lines.

The introduction of Bowl & Basket and Paperbird follows the successful 2016 launch of ShopRite’s award-winning Wholesome Pantry brands, which include the Wholesome Pantry Organic line as well as a range of products free from 110 ingredients and artificial additives and preservatives. Wholesome Pantry will also be introducing new products in the coming months, rounding out ShopRite’s reinvention of its own brands portfolio.

The launch of Bowl & Basket and Paperbird represents a bold and imaginative plan by the retailer to develop, expand and market new private label brands. And ShopRite is backing its quality commitment with a satisfaction or money-back guarantee on all the products.

“Bowl & Basket and Paperbird represent incredible value all wrapped up in beautiful packaging that our customers will be proud to put out on their kitchen counter and serve at their table with family and friends,” noted Lane. “We can’t wait to share these great products with our customers.”

About ShopRite
ShopRite is the registered trademark of Wakefern Food Corp., a retailer-owned cooperative based in Keasbey, NJ, and the largest supermarket cooperative in the United States. With 278 ShopRite supermarkets located throughout New Jersey, New York, Pennsylvania, Connecticut, Delaware and Maryland, ShopRite serves more than six million customers each week. Through its ShopRite Partners In Caring program, ShopRite is dedicated to fighting hunger in the communities it serves. Since the program began in 1999, ShopRite Partners In Caring has donated nearly $50 million to food banks that support more than 2,100 worthy charities. As a title sponsor of the ShopRite LPGA Classic Presented by Acer, ShopRite has donated $34 million to local organizations, hospitals and community groups. For more information, please visit