Supervalu launches Wild Harvest line

MINNEAPOLIS Supervalu has announced that it will be launching its new organic line, Wild Harvest, at its stores nationwide. According to the company, the line, which will offer a wide assortment of products across numerous food categories, is making its debut this month in the aisles of the company’s family of grocery stores, including 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 company reported that the line will initially feature approximately 150 items ranging from 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. According to Supervalue, Wild Harvest is priced approximately 15% lower than branded organic and natural products and is positioned to meet or beat competitors’ private-label organic prices.

“With the Wild Harvest brand, we’re focused on helping consumers ‘organify their world’ by delivering a wide assortment of affordable, fresh, healthy and wholesome foods at their primary grocery shopping destination,” said Adam Graham, Wild Harvest brand manager.