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Spartan to Host Private-Label Eating Contest

GRAND RAPIDS, Mich. — Spartan Stores is the latest private-label marketer to adopt an unconventional campaign for its store brand.

On Wednesday it will host the “Piling on the Pasta” eating contest featuring Spartan Stores new Super Pasta and sauce.

Representatives from local media outlets and schools will participate. The top three finishers win the chance to donate $1,000, $500 and $250, respectively, to their favorite charity.

The pasta that hit shelves earlier this week retails for $2.49 per package and comes in spaghetti, thin spaghetti, penne, fusilli and elbow varieties.

“All varieties provide a serving of whole grain, and are an excellent source of calcium, vitamin D, fiber and protein — plus 260 mg ALA omega-3 per serving,” said Alan Hartline, executive vice president merchandising and marketing for Spartan Stores, in a statement.

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