Wakefern Food Corp. is rolling out a new look for its affordable, private label line of organic and clean-ingredient foods across its 380-plus supermarkets in the Northeast.

As part of the refresh, the Keasbey-based cooperative will update packaging on its Wholesome Pantry brand. The changes will introduce a modernized logo and distinct color cues for organic and free-form products. The items will also feature a “cleaner design” to help customers shop the brand, Wakefern said.

According to Wakefern, it will introduce the changes now across certain products, such as froze shrimp, onions, fresh packaged herbs and salsa. By the end of 2026, the entire Wholesome Pantry portfolio will feature the updated packaging, the co-op said.

Wakefern Own Brands Director Chris Ruane commented, “Wholesome Pantry has always stood for products customers can feel good about buying – great quality, simple ingredients and strong everyday value. This refreshed look makes it even easier for customers to find the products they want and recognize what the brand stands for.”

Wakefern launched Wholesome Pantry in 2016 in a bid to meet growing consumer demand for healthier, affordable grocery options. After introducing the brand with about 100 items, the company has steadily added new products across nearly every grocery category.

Made with clean ingredients and without many artificial additives, preservatives and flavors, the lineup of organic and “free from” products spans:

• Snacks
• Dairy
• Produce
• Frozen foods
• Produce
• Meats
• Pantry staples

Its packaging and innovation has also earned several industry honors. Accolades include from the Private Label Manufacturers Association as well as Store Brands magazine.

Wholesome Pantry is available at ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage, Fairway Market and Morton Williams.

Wakefern’s private label portfolio also includes flagship food and beverage brand Bowl & Basket, as well as household products brand Paperbird. The company introduced the award-winning labels in 2019 to offer premium food and household goods at everyday prices.