Wakefern Food Corp. on Monday announced a packaging refresh for its Wholesome Pantry Organic and Wholesome Pantry Free-From private label lines. The updated design is hitting shelves across regional banner stores—including ShopRite, Price Rite Marketplace, The Fresh Grocer and Dearborn Market—to give shoppers cleaner visual cues, clearer ingredient highlights, and easier navigation.
The refreshed packaging introduces a modernized logo alongside distinct color-coding to quickly differentiate between organic and free-from offerings. Key product attributes are highlighted to help consumers instantly recognize the brand’s core standard: all Wholesome Pantry items are entirely free from 233 artificial ingredients, preservatives, colors, flavors, and sweeteners. Furthermore, Wholesome Pantry Organic lines adhere to these strict standards while using exclusively certified organic ingredients.
“Wholesome Pantry has always stood for products customers can feel good about buying — great quality, simple ingredients and strong everyday value,” Chris Ruane, director of Own Brands at Wakefern, said. “This refreshed look makes it even easier for customers to find the products they want and recognize what the brand stands for.”
The new look is currently rolling out on select items across produce, meat, dairy, frozen, and grocery aisles, featuring products such as frozen shrimp, onions, fresh packaged herbs, and salsa.
Wakefern expects the complete Wholesome Pantry portfolio to transition fully to the new packaging design by the end of 2026. The initiative underscores the Keasbey-based cooperative’s ongoing strategy to keep its private labels fresh, responsive to consumer demand, and competitive across its network of independently owned supermarkets in New Jersey and the broader Northeast.
