A&P Expanding Private Label Offering

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A&P Expanding Private Label Offering

The Great Atlantic & Pacific Tea Co. (A&P) has expanded its private label grocery offerings to meet the needs of its customers. The “Own Brands” program, led by the grocer’s well-known America’s Choice brand, will feature 10 premium, specialty and national equivalent brands, offering over 2,500 high-quality, value-priced food and other grocery products.

As well as America’s Choice, the latest A&P private label lineup includes the Green Way, Hartford Reserve, Via Roma, Market Spa, Live Better, Preferred Pet and Smart Price brands. Although many of these brands are already available in A&P banner stores, throughout 2009, the company will be rolling out full-line launches for each brand.

The diverse private label portfolio will feature fresh and gourmet foods, organic and eco-friendly products, personal care, health care and pet care items.

“The launch of A&P’s ‘Own Brands’ private label program comes at a crucial time, as consumers battle through the recession and are in need of the highest-quality products at the best values,” said Jennifer MacLeod, the company’s SVP, marketing and communications. “A&P has been at the forefront of private label grocery products for a very long time, and through ‘Own Brands’ we reaffirm our commitment to offering a breadth of brands and products that cater to every shopper’s needs.”

In growing its private label program, the company is capitalizing on shoppers’ increasing affinity for such products. According to A&P, which cited data that 100 percent of all North American households buy private label products, with the average household buying at least one private label product every five days, the America’s Choice brand is among the best selling-lines in the industry.

Montvale, N.J.-based A&P operates 444 stores in eight states and the District of Columbia under the following banners: A&P, Waldbaum's, Pathmark, Best Cellars, The Food Emporium, Super Fresh and Food Basics.