STOP & SHOP STRESSES FAT-FREE MUFFINS

BOSTON -- Stop & Shop Cos. here highlighted its baked in-store fat-free and "mammoth" muffins in a recent half-page ad.ple or cranberry, for $3.99"We've highlighted muffins before in our ads, but we do recognize that consumers right now are looking for low-fat choices," said Terry Vanderwater, a spokeswoman for the chain, referring to the ad offer for low-fat muffins."We have addressed consumers'

BOSTON -- Stop & Shop Cos. here highlighted its baked in-store fat-free and "mammoth" muffins in a recent half-page ad.

ple or cranberry, for $3.99

"We've highlighted muffins before in our ads, but we do recognize that consumers right now are looking for low-fat choices," said Terry Vanderwater, a spokeswoman for the chain, referring to the ad offer for low-fat muffins.

"We have addressed consumers' health needs in other departments with a program we've had for about a year and a half called Leaner Choices," said Vanderwater. "We use it in frozen foods and dairy. Blue and white shelf tags designate products that have reduced fat." She said the Leaner Choice program could possibly be expanded to the bakery in the future.

The ad also included a coupon offering $1 off six "mammoth muffins" in 10 flavors, including the flavor of the month, chocolate cappuccino.