Ukrop's Launches 'Consistent Low Price' Program

RICHMOND, Va. -- Ukrop's Super Markets, Inc. here has unveiled details of a major new pricing initiative, the "Consistent Low Price" (C.L.P.) program. The initiative is designed to offer a simpler approach to grocery pricing, and includes reduced prices on more than 8,000 items.

"Our new Consistent Low Price program is another example of Ukrop's fresh thinking and desire to make shopping easier while providing superior value," said Scott Aronson, v.p. of marketing and analysis, in a statement. "While the initial round of price reductions is now complete, the Consistent Low Price program will grow to include thousands of additional items in the coming weeks."

Ukrop's sees the new pricing initiative as consumer-centric on several fronts, including the following shopper conveniences:

-- Not having to stock up or buy more than they really want to get a great deal

--Avoiding extra shopping trips to chase limited-time sales from store to store

--Avoiding waiting for things to go on sale

--Buying items at great price points whenever they want

Ukrop's said it is making the transition as easy as possible for customers by designating C.L.P. items with special black-and-white shelf tags that highlight both "was" and "now" prices. An item's regular retail price must be reduced for a minimum of 13 weeks in order to qualify as a Consistent Low Price item, although Ukrop's expects most price reductions to last significantly longer.

Items can enter the C.L.P. program at any point during the year, and customers still can see even greater savings when they use manufacturers' coupons.

"We're excited to provide our customers with an opportunity to save time and money when shopping at Ukrop's," added Aronson. "Offering consistent low prices will be a welcome change for many of our customers, allowing them to buy what they want, when they want, at a great price."

Customers also will have the opportunity to take advantage of seasonal and one-time only deals from Ukrop's and its suppliers through about 50 to 60 advertised weekly specials called "U-Savers." These weekly specials are marked with bright yellow shelf tags. Ukrop's also will continue its Grand Slam Saturday promotions where customers can sample four to six items and purchase the items at reduced prices.

To better match its new simplified pricing structure consisting of C.L.P. and U-Saver items, Ukrop's also is adjusting how it communicates with customers by:

--Redesigning and shortening weekly newspaper ads to provide quicker reads on specials

--Launching a new, in-store monthly newsletter called "Go To Market"

The newsletter will include useful articles related to food and community happenings, as well as information on specific Ukrop's offerings. Ukrop's will publish a new edition each month, and it will be available for free in all 28 stores and at

Ukrop's Super Markets operates 28 retail food stores, Joe's Market, a central bakery and kitchen, and a distribution center.
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