Price Chopper Chops Prices

SCHENECTADY, N.Y. — Price Chopper Supermarkets [4] has unveiled a new “Xtreme Values” discount format at five of its stores in central Connecticut.

The stores, featuring displays of deeply discounted items including branded and private-label goods, closeouts, limited-edition products and other special deals, “bring the fun and excitement of a treasure hunt to the Price Chopper shopping experience,” according to Jerry Golub, chief executive officer of Price Chopper.

“Connecticut customers have proven that they recognize the outstanding quality of our fresh foods as well as the value offered by our AdvantEdge card discounts, double coupons, corporate-brand products, digital coupons and Fuel AdvantEdge promotions,” Golub said in a statement last week. “Xtreme Values gives them one more compelling reason to shop at Price Chopper.”

The stores in the new program are located in the central Connecticut towns of Southington, Bristol, Vernon, Newington and Windsor. Price Chopper said the company had no current plans to expand Xtreme Values to any of its other 123 locations in the Northeast, including its three remaining three stores in Connecticut (Putnam, Middletown and Torrington).

Operators known for price have expanded recently in Connecticut where several former Shaw’s sites were taken over by Wakefern Food Corp.’s ShopRite and PriceRite operators in 2010. Aldi and Wal-Mart Supercenters also have a presence.

Xtreme Values sections feature food and nonfood items in displays led by Price Chopper’s economy private brand, Clear Value. Perimeter fresh departments have incorporated their Xtreme Values offers into their sets. A flier posted last week included Francesco Rinaldi pasta sauce at 88 cents; Hospitality brand cereals for $1 a box; and an eight-roll package of Clear Value paper towels for $4.99.

The stores have undergone significant remodels across the last three months, not only for the addition of Xtreme Values, but to adjust product adjacencies throughout the store in response to suggestions from customers, Price Chopper said.