Discounted pricing on select products.
The world’s largest retailer is dropping its Wild Oats organic food brand, introduced two years ago as a way to offer organic food at a lower price point than most retailers. Citing slow growth, Walmart plans to remove Wild Oats products from its shelves in the coming months as the company seeks to expand its own network of organic food suppliers.
The Wild Oats brand didn’t grow as quickly as Walmart hoped, in part because the products weren’t available in all stores. In stores that did stock the brand, consumers remained unaware that Walmart offered organic selections.
Reports show that Walmart has experienced slower sales as customers shift to more online shopping and have recently closed more than 150 U.S. stores.
Switching tactics, the organic products will disappear from WalMart shelves in the coming months in an effort to add organic products to shelves in other ways.
Sales of food labeled organic rose 16.7% to $13.4 billion during the year, according to Nielsen data. Sales of all food rose 1.6% to $468 billion during that time.
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