(Refiles to correct typo in company name in headline)
NEW YORK, April 9 (Reuters) - 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 Fullerton