ShopRite launches two new premium store brands

Company says thousands of ShopRite customers were surveyed to find out what they’d like to see more of on the shelves.

| 12 Nov 2019 | 12:11

ShopRite has unveiled two new store brands that debut on shelves this month with the best assortment of high-quality foods and products at great everyday value.

ShopRite’s 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 increasing to more than 3,500 newly branded products by the end of 2021.

According to the company's press release, the new flagship brands combine the best of ShopRite value and innovation with a distinct and modern brand style and ethos. Bowl & Basket foods pair thoughtfully selected ingredients at a budget friendly price. Paperbird offers a new line of effective and beautifully designed household products that look as good as they clean.

More than 100 newly branded items, including packaged salads, salty snacks, cooking oils, bottled water and paper goods, begin arriving on store shelves in early November. ShopRite expects to add nearly 3,500 Bowl & Basket foods and Paperbird household products over the next 18 months.


Customers will find everything from avocado oil to Maui Sweet Onion Kettle Chips to milk and water under the Bowl & Basket name. There also are 16 different salads, including Sesame Asian Salad kits, Chopped Romaine, Coleslaw and Italian blends and Spring Mix Arugula.

Paperbird’s product lineup includes high-design, low-cost cleaning and paper products and club-sized items such as bath tissue and paper towels, with an assortment that extends to high-quality, two-ply paper towels and ultra-soft, double-ply bath tissue.

To streamline the shopping experience, ShopRite’s existing ShopRite, ShopRite Kitchen, ShopRite Trading Company and Cape Gourmet food brands will convert over time to Bowl & Basket and Paperbird.

Wholesome Pantry brands

The introduction of Bowl & Basket and Paperbird follows the 2016 launch of ShopRite’s award-winning Wholesome Pantry brands, which include the Wholesome Pantry Organic line as well as a range of products free from 110 ingredients and artificial additives and preservatives.