AHOLD PLUGS NEW UPSCALE LABEL
QUINCY, Mass. — Ahold's new Simply Enjoy gourmet private label is getting heavy attention at the chain's Stop & Shop and Giant-Carlisle divisions. Positioned as “everyday luxuries at affordable prices,” Simply Enjoy spans a range of categories, including frozen desserts and entrees; pasta and sauce; snack foods, chocolate; estate coffee; and dijon mustard. This week's specials include creamy vodka sauce, 25-ounce jar, $2.99; balsamic vinegar, 8.5 ounces, $5.79; and coated nuts, 8-ounce bag, two for $7. Stop & Shop introduced the line via weekly circulars and in-store brochures. “Luxury used to be something that only a lucky few could indulge in — that is, until now,” the Stop & Shop brochure reads. Giant's weekly circulars promote the quality ingredients used in the products. “We've traveled the globe to bring you these extraordinary creations,” Giant's weekly circular reads. “Now, after a busy day, you can enjoy a pasta dinner reminiscent of an Italian restaurant, indulge in decadent French pastries, and relax with Belgian chocolates … all without spending a fortune.”
