Based on the philosophy that it should be easier for families to live well within their budgets, SUPERVALU’S Wild Harvest private label brand unveiled a new, refreshed brand positioning, logo and packaging graphics, supported by a new, fully integrated marketing campaign titled “Eat Free. Go Wild.”

The brand, which launched in 2008 and currently features more than 300 products in 60 categories ranging from fresh produce, dairy and meat to cereals, pastas, snacks and baby foods, is expanding its product lineup by introducing nearly 200 new items this year.

As part of the brand refresh, Wild Harvest will shift to new “free from” messaging that addresses consumers’ desire for clearer ingredients statements. All Wild Harvest products are free from more than 100 undesirable ingredients, including artificial and synthetic ingredients, and nearly 70% are certified organic by the U.S. Department of Agriculture (USDA).

“Research shows that many consumers are skeptical of label claims, especially around the term ‘natural,’ and they often believe that organic equates to expensive,” says David Young, vice president of private brands for the Minneapolis-based grocer. “While the Wild Harvest brand has always been about delivering great quality, affordable, better-for-you food choices, this refresh will make it easier for shoppers to find Wild Harvest products at their neighborhood grocery store that help them live a healthy lifestyle.”

Wild Harvest will introduce the following new items this year:

• Five new frozen Italian prepared meals, made with authentic Italian sauces and premium pasta or rice;
• 14 new frozen vegetable offerings with sauce and ancient grains, five of which are vegan varieties—Oriental Pearl Pasta with Vegetables, Mediterranean Potatoes, Grilled Vegetables, Bulgur Quinoa with Vegetables, and White & Red Quinoa with Vegetables;
• New appetizers and veggie burgers, among other items.

Refreshed logo, product packaging
The Wild Harvest brand refresh brings subtle visual changes to the logo and packaging. For instance, the updated logo delivers a positive, clean aesthetic that calls to mind the warmth of the sun and nature, and the packaging redesign features bright new graphics with a vibrant field of green reminiscent of fresh grass. The refreshed design helps convey that any flavors or colors added to Wild Harvest products are derived from natural—not synthetic—sources. Each product package will also prominently display the new “free from” messaging.

Wild Harvest products are available at SUPERVALU retail banners, including CUB Foods, FARM FRESH FOOD & PHARMACY, HORNBACHER’S, SHOP ‘N SAVE and SHOPPERS FOOD & PHARMACY, as well as independent local grocery retailers nationwide.