ShopRite Reintroduces Its Private Label

ShopRite is heavily promoting the Bowl & Basket national brand-equivalent packaged foods private label it began rolling out in November 2019.

In stores, violators and cooler signs inform shoppers that the ShopRite brand has become Bowl & Basket, showcasing the new packaging for products including butter, milk and gelato. Multiple features in the chain’s June 21 circular convey the same message while offering deals on the brand for Price Plus loyalty cardholders.

ShopRite also encouraged trial by dangling a free Bowl & Basket coffee SKU for cardholders who purchased four qualifying General Mills products from June 21-27. The deal was touted in a June 21 feature introducing new SKUs from brands including Cheerios and Nature Valley.

Updates posted throughout May and June on ShopRite’s Facebook, Instagram and Twitter accounts promote the new brand and link to a Bowl & Basket showcase within The updates all use a hashtag referencing the brand’s “For Life’s Recipe” tagline.

ShopRite began phasing out its store brand last year, dividing it into Bowl & Basket for food and Paperbird for household items. The relaunch began with 100 SKUs in November 2019 and expanded to 300 by the end of the year. The goal is to have more than 3,500 rebranded products by the end of 2021. ShopRite began its multiyear plan to overhaul and expand its private label portfolio in 2016 with the launch of the “free from” and organic Wholesome Pantry brand.

NOTE: For the full photo audit for the article, visit Path to Purchase Institute members have access to more than 1,900 images and 220 articles of marketing and merchandising activity at ShopRite as well as a full Retailer Profile outlining the chain’s operations and strategies.