Wal-Mart, Wild Oats Launch Effort to Drive Down Organic Food Prices
4/10/2014, 3:28 p.m.
BENTONVILLE, Ark. — Wal-Mart, the nation’s largest grocer, announced Thursday it will carry Wild Oats organic food items. Originally introduced in 1987, Wild Oats will relaunch at Wal-Mart starting this month with a new, more affordable price point on quality products covering a broad variety of categories – from salsa and pasta sauce to quinoa and chicken broth. Customers will save 25 percent or more when comparing Wild Oats to national brand organic products.*
Wild Oats, a trusted provider of organic groceries, will feature the following lines at Wal-Mart:
— Wild Oats Marketplace Organic™, which adheres to USDA guidelines for organic certification and includes everything from canned vegetables (15 oz) at $.88 to a full range of spices such as paprika, curry powder and ground cinnamon (2 oz) starting at $2.48. Organic items represent nearly 90 percent of the Wild Oats offering.
— Wild Oats Marketplace™, which includes products with simple and real ingredients such as ready-to-prepare skillet meals (5.8 oz) at $1.50.
— Wild Oats Marketplace Originals™, offering new and uniquely formulated items, will be available later this year.
“We know our customers are interested in purchasing organic products and, traditionally, those customers have had to pay more,” said Jack Sinclair, executive vice president of grocery at Wal-Mart U.S. “We are changing that and creating a new price position for organic groceries that increases access. This is part of our ongoing effort to use our scale to deliver quality, affordable groceries to our customers.”
The Wild Oats brand meets customer demand for more affordable organic foods. In fact, internal research found that 91 percent of Wal-Mart shoppers would consider purchasing products from an affordable organic brand at the retailer.
“By partnering with Wal-Mart, Wild Oats is starting a movement that makes it easier than ever for customers to access affordable organic and natural products,” s aid Tom Casey, CEO of Wild Oats. “Our availability at Wal-Mart will allow us to finally pass along scalable savings directly to consumers. We are reinvigorating our brand by bringing great tasting Wild Oats products to more customers than ever before.”
Wal-Mart and Wild Oats will introduce nearly 100 products as part of the line, removing the price premium associated with organic groceries.
With more than 4,000 stores across the nation selling groceries, Wal-Mart offers a broad assortment of fresh produce, dairy, meat and packaged foods. In addition to growing its organic product offering through Wild Oats, the retailer is expanding its assortment in categories including yogurt, produce, deli and bakery.
“At Wal-Mart, we are focused on offering customers choice,” added Sinclair. “We know our customers count on us to provide them with affordable access to all of the groceries they are looking for. Organics are no exception.”