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Wakefern's ShopRite this week announced two new store brands, saying that its "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 more than 3,500 newly branded products by the end of 2021."

Bowl & Basket foods pair what the company calls "thoughtfully selected ingredients at a budget friendly price," while Paperbird "offers a new line of effective and beautifully designed household products that look as good as they clean."

“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. “We are ready to deliver this next generation of innovative, high-quality and exciting own brand products at ShopRite.”
KC's View:
Private label = differentiated offerings. No argument here … this is exactly what retailers have to do to succeed.