KEASBEY, N.J. – ShopRite has added a line of fresh chicken products to its private label Bowl & Basket brand.

The launch of Bowl & Basket Fresh Chicken marks a significant expansion of the supermarket’s private label poultry offerings in its fresh meats division, the company said on Monday, adding that the expansive rollout “demonstrates ShopRite’s commitment to offering its customers an ever-expanding assortment of high-quality products under its flagship private label brands,” Bowl & Basket, Paperbird and Wholesome Pantry.

“We’re excited to launch this new product in our stores, and build on our long tradition of offering our customers fresh, high-quality poultry at amazing prices,” said Roger Savoia, vice president of ShopRite’s meat division. “We’re confident that this new line of chicken will become the new anchor brand of our fresh poultry portfolio.”

Bowl & Basket Fresh Chicken promises to deliver the highest quality poultry offerings available, while also meeting consumers’ demands for transparency and sustainability. The antibiotic-, steroid- and hormone-free chicken products are sourced in the United States and reflect Wakefern/ShopRite’s Animal Welfare and Animal Care program, according to the company.

The new fresh chicken line is available at  ShopRite locations in New Jersey, New York, Connecticut, Pennslyvania, Maryland and Delaware.

The launch of the brand will be supported by a robust omnichannel marketing campaign which will provide shoppers with additional guidance on meal planning, recipes and cooking tips hosted by ShopRite’s dietitians across various social media platforms. Additionally, celebrity chefs Palak of @TheChutneyLife and Josh Capon of @ChefCapon have partnered with ShopRite to create appealing content and buzz about the line.

Shoppers can find flavorful recipes at ShopRite.com by visiting The Recipe Shop. This free, recipe archive contains hundreds of cook-worthy chicken-based recipe ideas. And users can download recipes and ingredients directly into their ShopRite from Home shopping carts.

“Years in the making, the Bowl & Basket Fresh Chicken line will provide our customers with an easy, affordable way to create fast, tasty and healthy meals that they can feel good about serving their families,” said Pam Ofri, director of product development and operations for Own Brands at ShopRite. “We have listened carefully to our customers, and we know they want high-quality items, at the best possible value – and we’re committed to delivering on that promise.”