Wholesome Pantry unveils new packaging design
Wholesome Pantry unveils a fresh packaging design with modernized logos and color cues to enhance product visibility and consumer choice.
Wakefern Food Corp. has updated the packaging for its Wholesome Pantry brand to improve product visibility on store shelves. The redesign introduces a modernized logo and distinct color cues—green for organic items and blue for free-from products—to help consumers quickly identify the product type. The new packaging also includes design elements to highlight certain product attributes.
New design rolls out across categories
The new packaging is now visible on select products, including frozen shrimp, onions, fresh herbs, and salsa. The company plans to extend the updated packaging to produce, meat, dairy, frozen, and grocery categories this summer. Wakefern said it plans to transition its entire Wholesome Pantry portfolio to the new packaging by the end of 2026.
All Wholesome Pantry items exclude 233 ingredients, such as artificial preservatives, colors, flavors, and sweeteners. Items under Wholesome Pantry Organic meet those brand requirements and are also made with certified organic ingredients.
Private label brands gain traction
The update arrives as more shoppers choose store brands due to rising costs. Data from the Food Industry Association shows private label sales outpaced national brands in the year ending March 22, reflecting a broader shift in consumer behavior driven by inflation and economic uncertainty. The growth in private label sales has been particularly notable in categories like frozen foods, dairy, and pantry staples, where shoppers perceive store brands as offering comparable quality to name brands at a lower price.
The redesign follows other recent updates to Wakefern’s private label offerings. Last month, the company launched limited-edition patriotic packaging for its Bowl & Basket line, coinciding with the U.S. semiquincentennial. In April, Di Bruno Bros., a specialty brand acquired by Wakefern in 2024, expanded its assortment with new snacks like mini chunky breadsticks.
Shoppers can now find the updated Wholesome Pantry packaging in ShopRite, The Fresh Grocer, and other stores run by Wakefern’s member companies.
These adjustments reflect broader trends in the grocery sector. Store brands have become a reliable choice for budget-conscious consumers, and performance highlights from similar retailers show how private labels can drive growth by offering high-quality alternatives to national brands. Retailers like Albertsons and Kroger have reported strong sales in their private label lines, particularly in categories where consumers are less brand-loyal, such as canned goods, paper products, and frozen meals.
