Ahold Accelerates Rollout of VIP Plan

Ahold said it will accelerate the rollout of its Value Improvement Program at Stop & Shop and Giant-Landover, adding frozen food to its list of categories that will undergo a review and price reduction by the end of the year. In a conference call discussing third-quarter earnings, the company said the VIP initiative, launched last September in the produce department and rolled out across

AMSTERDAM — Ahold here said it will accelerate the rollout of its Value Improvement Program at Stop & Shop and Giant-Landover, adding frozen food to its list of categories that will undergo a review and price reduction by the end of the year.

In a conference call discussing third-quarter earnings, the company said the VIP initiative, launched last September in the produce department and rolled out across nine other categories since then, has created a better price image for

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