Supervalu has joined Safeway, Kroger, Publix, et al. to become the latest mainline grocer to announce it was coming out with its own line of natural/organic food products under the Wild Harvest brand.
Now that the chain has joined its competitors in going the natural products route, the question is whether the Wild Harvest offering will propel them ahead in the battle for consumer dollars.
Duncan MacNaughton, executive vice president of merchandising and marketing for Supervalu, told Forbes.com, "Significant research and consumer insight went into the development of the brand, which has enabled us to create a highly desirable offering that speaks directly to consumers' desire for fresh, wholesome and affordable foods that help them live a healthier lifestyle."
The line will initially include approximately 150 items and eventually fill out to encompass up to 300 products across the store. Supervalu has said the Wild Harvest line will be priced at roughly 15 percent lower than comparable branded items.
"With the Wild Harvest brand, we're focused on helping consumers 'organify their world' by delivering a wide assortment of affordable, fresh, healthy and wholesome foods at their primary grocery shopping destination," said Adam Graham, Wild Harvest brand manager, in a company press release.
"Now, the entire family meal can be organic - at a lower cost - from products conveniently available at a local Supervalu-owned supermarket," he added.
Discussion Questions: Is Supervalu too late to the natural/organic store brand party to gain market share? Are there banners operated by Supervalu that are a better or worse fit for the Wild Harvest line?
[Author's note: Supervalu has said that the Wild Harvest line will debut in the following banners beginning this month: Acme, Albertsons, bigg's, Cub Foods, Farm Fresh, Hornbacher's, Jewel-Osco, Lucky, Shaw's/Star Market, Shop 'n Save and Shoppers Food & Pharmacy.]