Wild Harvest® Announces Brand Refresh, Expanded Selection of New "Free From" Products
February 10 2015 - 11:19AM
Business Wire
New “Eat Free. Go Wild.™” marketing campaign to
help families rediscover Wild Harvest® line of great-tasting,
affordable, better-for-you food products; 200 new items to be
introduced this year
Based on the philosophy that it should be easier for families to
live well within their budgets, the Wild Harvest® brand is
unveiling a new, refreshed brand positioning, logo and packaging
graphics, supported by a new, fully integrated marketing campaign
titled “Eat Free. Go Wild.™”
Wild Harvest unveils refreshed brand,
featuring expanded selection of new "free from" products (Photo:
SUPERVALU)
In addition, the brand, which was launched in 2008 and currently
features more than 300 products in 60 categories ranging from fresh
produce, dairy and meat to cereals, pastas, snacks and baby foods,
is expanding its product lineup in 2015 and will be introducing
nearly 200 new items this year.
As part of the brand refresh, Wild Harvest will shift to new
“free from” messaging that addresses consumers’ desire for clearer
ingredients statements. All Wild Harvest products are free from
more than 100 undesirable ingredients, including artificial and
synthetic ingredients, and nearly 70 percent of its products are
certified organic by the U.S. Department of Agriculture (USDA).
“Research shows that many consumers are skeptical of label
claims, especially around the term ‘natural,’ and they often
believe that organic equates to expensive,” said David Young,
SUPERVALU’s vice president of private brands. “While the Wild
Harvest brand has always been about delivering great quality,
affordable, better-for-you food choices, this refresh will make it
easier for shoppers to find Wild Harvest products at their
neighborhood grocery store that help them live a healthy
lifestyle.”
A fresh, affordable way to eat better
In addition to a new line of hormone-free, antibiotic-free meats
and poultry launched in the fall of 2014, Wild Harvest will
introduce the following new items this year:
- Five new Wild Harvest Italian frozen
prepared meals, made with authentic Italian sauces and premium
pasta or rice;
- 14 new Wild Harvest frozen vegetable
offerings with sauce and ancient grains, five of which are vegan
varieties: Oriental Pearl Pasta with Vegetables, Mediterranean
Potatoes, Grilled Vegetables, Bulgur Quinoa with Vegetables, and
White & Red Quinoa with Vegetables;
- Wild Harvest single-serve coffee K-cups
to complement the Wild Harvest bagged coffee offering; and
- New Wild Harvest cereals, appetizers
and veggie burgers.
Refreshed logo, product packaging and new “Eat Free. Go
Wild.” campaign
The Wild Harvest brand refresh brings subtle visual changes to
the logo and packaging that make it easier for shoppers to find
Wild Harvest products throughout the store. The updated logo
delivers a positive, clean aesthetic that calls to mind the warmth
of the sun and nature, and the product packaging redesign features
bright new graphics with a vibrant field of green reminiscent of
fresh grass. The refreshed design helps convey that any flavors or
colors added to Wild Harvest products are derived from natural, not
synthetic sources. Each product package also will prominently
display the new “free from” messaging. In addition, the Wild
Harvest website has been updated to coincide with the brand
refresh.
The “Eat Free. Go Wild.” integrated marketing campaign will
feature digital advertisements, as well as new in-store signage and
merchandising, public relations support and community outreach
events. The campaign brings to life the organic and healthy
lifestyle in a fun, imaginative and creative way by conveying to
consumers that it’s easy to “Eat Free. Go Wild.” no matter what
your age — whether it’s a kid who’s “wild about food that’s free
from stuff I can’t say” or a mom who’s “wild about better food at
better prices.”
Wild Harvest products are available at SUPERVALU retail banners,
including CUB Foods, FARM FRESH FOOD & PHARMACY, HORNBACHER’S,
SHOP ‘N SAVE and SHOPPERS FOOD & PHARMACY, as well as
independent local grocery retailers nationwide.
For further information and to find a local retailer carrying
Wild Harvest products, visit www.WildHarvestOrganic.com or connect
on Facebook at www.Facebook.com/WildHarvest.
About Wild HarvestLaunched in 2008, the Wild Harvest®
brand is part of the SUPERVALU family of brands. Wild Harvest® now
offers more than 300 products free from more than 100 undesirable
ingredients many consumers don’t want, including many organic items
that have earned the USDA’s strict organic certification. Look for
the USDA organic seal displayed on all Wild Harvest® organic items.
Wild Harvest® products come from farmers, ranchers and suppliers
that are dedicated to producing high-quality, free-from foods. For
more information, visit www.WildHarvestOrganic.com
About SUPERVALU INC.SUPERVALU INC. (NYSE: SVU) is one of
the largest grocery wholesalers and retailers in the U.S. with
annual sales of approximately $17 billion. SUPERVALU serves
customers across the United States through a network of 3,360
stores composed of 1,832 primary stores serviced by the company’s
food distribution business; 1,333 Save-A-Lot stores, of which 911
are operated by licensee owners; and 195 traditional retail grocery
stores (store counts as of Nov. 29, 2014). Headquartered in
Minnesota, SUPERVALU has approximately 35,000 employees. For more
information about SUPERVALU, visit www.supervalu.com.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20150210006145/en/
SUPERVALULuke Friedrich,
952-232-9674luke.friedrich@supervalu.comorSpong PRBob
Ringer, 612-375-8548bob.ringer@spongpr.com
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