Wal-Mart, Wild Oats team up on discount organic food

Bentonville, Ark. – Wal-Mart will carry Wild Oats organic food items later in April with a new, more affordable price point on products covering a broad variety of categories. Wal-Mart estimates customers will save 25% or more when comparing Wild Oats to national brand organic products.

Walmart and Wild Oats will introduce nearly 100 products as part of the line, with the goal of removing the price premium associated with organic groceries. Internal research found that 91% of Wal-Mart shoppers would consider purchasing products from an affordable organic brand at the retailer.

“We know our customers are interested in purchasing organic products and, traditionally, those customers have had to pay more,” said Jack Sinclair, executive VP of grocery at Walmart 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.”

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