Whole Foods vegges out with new private-label line

1/12/2011

Whole Foods Market is gaga for green. Green vegetables, that is. The Austin, Texas-based natural and organic-focused chain has just launched a new variety of frozen vegetable blends in its stores.

Available in both Canada and the U.S., the eight offerings include Leafy Greens, Collard Greens, a Beans and Greens Blend and a Garden Blend.

Launched under Whole Foods' 365 Everyday Value private line, the blends come in 16-ounce packages and include a suggested recipe from the company's Health Starts Here healthy eating program.

Flash freezing the vegetables preserves their fresh taste, said Whole Foods Market's global Health Starts Here program coordinator Chad Sarno in a release. He also commented on the convenience of these products since shoppers need not worry about spoilage.

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