Dive Summary:

• Online grocer FreshDirect is preparing to roll out Just FreshDirect – a branded line of 20 grocery items set to make its debut on grocery store shelves next month.
• In 2014, FreshDirect hopes to expand the number of Just FreshDirect products to total 150 grocery items across every major category by the end of the year.
• Last month, FreshDirect launched a branded line of 14 household items called Cloud 9 and hopes to expand the private line to 20 items in 2014.

Dive Insight:

“Our goal is to have representation in almost every category,” said Emma Fuerst with FreshDirect. The company offers a distinct style of packing which allows buyers to identify where a packaged consumable was sourced, grown, or farmed. Retail price for JustFresh products will be set 10% to 20% lower than national brands.