(Refiles to correct typo in company name in headline)
NEW YORK, April 9 Grocery store operator
Supervalu Inc (SVU.N) is expected to announce the launch of Wild
Harvest, a new line of organic and natural foods, as it tries to
meet growing consumer demand and fend off competition, the Wall
Street Journal reported on Wednesday.
The line will have 150 products such as milk, eggs, pasta,
cereal and fresh produce and is eventually expected to sell 250
to 300 items, the report said.
Wild Harvest products will cost about 15 percent less than
similar brand name organic items and will be in U.S. stores next
week, according to the Journal.
Supervalu's move comes at a time when cash-strapped
consumers, already pressured by higher gasoline prices and
falling home values, turn to cheaper store-brand products.
A representative for Supervalu could not be reached
immediately for comment.
(Reporting by Aarthi Sivaraman, editing by Elizabeth