US supermarket group Supervalu has announced the launch of its new Wild Harvest own brand organic and natural brand.

The range will initially feature 150 items across a number of food categories, including milk, eggs, meat, fresh produce, pastas and sauces, cookies, crackers, cereal and juice.

Looking to the future, Supervalu said it believes the line will continue to grow. 

"We anticipate the range including between 250 and 300 products by the end of the year," a spokesperson for the group told just-food today (9 April).

Supervalu said that Wild Harvest products are priced about 15% lower than branded organic and natural goods. The company added that it believes its prices will "meet or beat" competitors' private-label organic and natural offerings.

"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.

Wild Harvest products will be sold across Supervalu's portfolio of supermarket banners, 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.