ShopRite, Keasbey, N.J., unveiled new Bowl & Basket private label food brand, starting with approximately 100 items in November, expanding to 300 by year’s end and enlisting 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,” says Chris Lane, executive vice president of Wakefern Food Corp., 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.”

The Bowl & Basket brand features more than 100 newly branded items, including packaged salads, milk and more.

“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. We learned that they love what ShopRite stands for – community and great value – but that they also expected a little more from us when it comes to our own brand offerings,” says Chris Skyers, vice president of private label and own brands at Wakefern. “We set out to exceed those expectations with these new inspired brands, which are helping to redefine how customers see ShopRite. Bowl & Basket and Paperbird products are tailored to our shoppers, and based on what they told us they want and need – incredible quality at affordable prices.”