Minneapolis Supervalu on Wednesday said it will sell its own Wild Harvest line of natural and organic food products.
The company said the line allows it to tap into the growing natural and organic market.
The line, priced about 15% less than branded organic and natural lines, will include 150 products ranging from milk and eggs to crackers and cereal. Eventually, the brand will include 250 to 300 products.
The line will be available this month at Supervalu grocery stores including Albertsons, Cub Foods, Shop 'n Save and other grocery stores.