Wal-Mart and Wild Oats unveil cheaper organic line

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Associated Press

Posted on April 10, 2014 at 2:00 AM

Updated Thursday, Apr 10 at 2:02 AM

NEW YORK (AP) — Low-cost leader Wal-Mart is using its massive size to drive down the price of organic food items from tomato paste to chicken broth to make them more affordable for its low-income customers.

The world's largest retailer, based in Bentonville, Ark., has teamed up with Wild Oats to sell a new line of organic foods that's at least 25 percent cheaper than the national organic brands it carries and in line with the prices of its branded non-organic alternatives. Wild Oats helped pioneer the organic food trend in the late 1980s but has largely disappeared from store shelves since 2007.

The move comes as Wal-Mart and other mainstream stores aim to stake a bigger claim in the hot organic market.

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