PRICE CHOPPER LABELS THE'CLASSICS'

STEPHANIE FAGNANI

SCHENECTADY, N.Y. -- With a three-tiered approach to private label as its goal, Price Chopper here is developing an upscale line of products under a Central Market Classics label.

The label pays homage to the retailer's original name and items currently scattered throughout some of the units include spaghetti sauces in flavors like vodka and roasted garlic, flavored olive oils, cooking wines and salad dressings in flavors like poppy seed and Vidalia onion, Regina Tator, category manager, private label, told SN.

"Right now what we're looking at is a three-tier program. We feel it's become necessary to appeal to the price customer to compete with the Aldis and the Sav-A-Lots and even, to some extent, Wal-Mart," she said.

"And we're also looking to appeal to some customers with some unique and upscale items."

The new label joins the Price Chopper store brand and its less expensive Better Value cohort.

The retailer will not embark on a big promotional push for the new line until it develops more products, but shelf strips with the new moniker can be found in some stores, Tator said.

About four to five additional stockkeeping units in different categories are expected by year's end, Tator said.

"It's something that our owners want to make sure it is what we're portraying it as: an upscale, quality item," she added.