Schnuck's Unveils New Private Label 'Dining In' Line

ST. LOUIS, Mo. -- Schnuck Markets, Inc. has selected pizza as the first product to be introduced under a new "Dining In" brand of high-end private label refrigerated and frozen foods, reports the St. Louis Business Journal.

The next course will debut later this month, when the supermarket chain will expand the Dining In offerings with sausage ravioli and other frozen Italian dishes, and refrigerated entrees such as beef brisket and beef short ribs.

Topco Associates of Skokie, Ill. developed the Dining In brand for its member companies, mostly supermarket operators, said Keith Shannon, Schnuck's frozen foods category manager. "Typically, private label has a 20 to 25 percent (pricing) gap with branded foods. Dining In is higher quality and will be positioned very close to national brands," said Shannon.

Dining In's 12-inch pepperoni pizza has a base price of $6.49. In the Kirkwood Schnuck store, the Dining In brand sits next to 12-inch pizza rivals DiGiorno ($6.79), Red Barron ($6.59) and Tombstone ($5.49), according to the business paper.

Schnuck Markets currently operates 100 stores and 93 pharmacies in Missouri, Illinois, Indiana, Wisconsin, Tennessee, and Mississippi. This includes five Logli Supermarkets.
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