Wednesday, April 9, 2008

SUPERVALU Launches Wild Harvest Organic Line

"MINNEAPOLIS--(BUSINESS WIRE)--Addressing consumers’ growing preference for organic and natural products, as well as their demands for value, selection and convenience, SUPERVALU (NYSE: SVU) announced today the national launch of its Wild HarvestTM organic and natural brand. The new brand, which will encompass a wide assortment of products across numerous food categories, is making its debut this month in the aisles of the company’s family of grocery stores, including Acme, Albertsons, bigg’s, Cub Foods, Farm Fresh, Hornbacher’s, Jewel-Osco, Lucky, Shaw’s/Star Market, Shop ‘n Save and Shoppers Food & Pharmacy.

The Wild Harvest brand will initially feature approximately 150 items ranging from mealtime staples like milk, eggs, meat and fresh produce to pastas and sauces, cookies, crackers, cereal and juice. Long term, the brand will include approximately 250 to 300 products across various categories. In addition to a broad selection of products from which to choose, Wild Harvest is priced approximately 15 percent lower than branded organic and natural products and is positioned to meet or beat competitors’ private-label organic prices."

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