QFC INTRODUCES STORE-LABEL ICE CREAM

BELLEVUE, Wash. -- Quality Food Centers here has introduced a private-label superpremium ice cream, supporting it with substantial advertising and in-store sampling.Called Castlebury's Super Rich Premium Ice Cream, the pints-only brand was rolled out in early June at QFC supermarkets and Olson's Food Stores, a Mountlake Terrace, Wash.-based chain QFC owns."We skew to a superpremium [ice cream] customer,

BELLEVUE, Wash. -- Quality Food Centers here has introduced a private-label superpremium ice cream, supporting it with substantial advertising and in-store sampling.

Called Castlebury's Super Rich Premium Ice Cream, the pints-only brand was rolled out in early June at QFC supermarkets and Olson's Food Stores, a Mountlake Terrace, Wash.-based chain QFC owns.

"We skew to a superpremium [ice cream] customer, and we do well in that segment vs. the [overall] market," said Brian And

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