QUINCY, Mass. — Stop & Shop/Giant Food-Landover is aggressively promoting its new everyday low pricing on water and juices. The initiative is featured on the front page of its weekly circular and is the subject of a consumer column by Andrea Astrachan, the retailer's consumer affairs vice president. "We've lowered our prices on water, sports drinks and other beverages, so you can stay hydrated this summer and save money too," Astrachan wrote. EDLP is now in effect on water sold by the gallon, children's juices, powdered drinks, sports drinks and flavored and sparkling water, among other items. Pricing of water filtration systems and accessories has also been reduced. This week's circular lists Stop & Shop-brand cranberry juice cocktail, 64 ounces, at $2.59; Kool-Aid, 10 pack, 2 for $5; and V-8 vegetable juice, 46 ounces, $3.19. The move is part of Stop & Shop/Giant's Value Improvement Program, which has lowered prices on select categories throughout the store. Over the last year, the company has launched an EDLP strategy on produce, cereal, cleaning products and other categories.
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