Supervalu, owner of Cub Foods, is overhauling its Wild Harvest store brand.
The Wild Harvest private label, available only in Supervalu-affiliated stores, will get a packaging refresh, and its line-up of 300 products will be expanded by nearly 200 this year.
The new items include: five Italian frozen prepared meals; 14 frozen vegetable offerings with sauce and ancient grains, five of which are vegan; and single-serve coffee K-cups.
A new marketing campaign -- dubbed "Eat Free, Go Wild" -- will accompany the brand revamp, Eden Prairie-based Supervalu said Tuesday.
Marketing for Wild Harvest will stress "free from" label claims – antibiotic-free, and so on -- a response to consumer desire for less complicated ingredient statements.
Wild Harvest products are free from more than 100 artificial and synthetic ingredients, and nearly 70 percent of its products are certified as organic, Supervalu said in a press statement.