Wal-Mart is re-launching a popular line of organic groceries that will be roughly 25% cheaper than other organic brands available in its stores.
The brand, called Wild Oats, has been around since 1987 and was once owned by Whole Foods.
The line is set to launch in Wal-Mart stores this month. It will include more than 100 products, including salsa, pasta sauce, canned vegetables, quinoa, chicken broth, and spices.
“We’re removing the premium associated with organic groceries,” Jack Sinclair, executive vice president of grocery at Walmart U.S., said on a call with reporters Wednesday.
The company hopes that Wild Oats will help to establish Wal-Mart as a destination for organic food.
“Internal research shows 91% of our shoppers would purchase affordable organic food in our stores if we brought it to them,” Sinclair said.
Organic food is one of Wal-Mart’s fastest growing grocery categories, but it still comprises a small percentage of overall grocery sales because it’s more expensive, he added.
Here’s a chart from Wal-Mart showing the prices of some of the items that will be available in stores in the coming weeks. The savings claims are based on per-ounce price comparisons of 26 nationally branded organic products available at Wal-Mart.
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