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A&P PUTS MORE CHOICES INTO ITS GIFT BASKET PROGRAM

MONTVALE, N.J. -- Santa may have been snowbound, but A&P delivered even more cheer this holiday season than in the past in the form of its Master Choice Gift Basket promotion."We have done the gift baskets before, but this is the first year that we have had three different varieties," said Michael Rourke, senior vice president of communications and corporate affairs for A&P. "The baskets have been

MONTVALE, N.J. -- Santa may have been snowbound, but A&P delivered even more cheer this holiday season than in the past in the form of its Master Choice Gift Basket promotion.

"We have done the gift baskets before, but this is the first year that we have had three different varieties," said Michael Rourke, senior vice president of communications and corporate affairs for A&P. "The baskets have been received very well by the shoppers and that is why we decided to increase the number of types of baskets offered this year. Our customers send the baskets all over the country, even to areas where we don't have stores. "

Filled with assortments of Master Choice premium private-label products, the baskets could be ordered via an 800 telephone number or at any of the retailer's A&P, Waldbaum's, Waldbaum's Foodmart, Super Fresh, Farmer Jack, Kohl's and Food Emporium stores.

The baskets were priced at $14.95, $24.95 and $34.95. Products ranged from jams and jellies to cookies to pastas. Shipping charges ranged from $8 to $10, though they were higher for Alaska, Hawaii, Canada and foreign destinations.

A&P is eyeing further expansion of the program.

"We are working on developing a corporate gift basket program," Rourke said.

A&P advertised the gift baskets in its complimentary Master Choice Magazine, which is available at checkout counters. Sample baskets were also displayed in many stores.

Sales figures for the baskets during the Christmas season were not available.