ROCHESTER, N.Y. -- Wegmans Food Markets here is the latest combatant in the vanilla-cola wars with the rollout of a private-label, vanilla-flavored carbonated soft drink. The beverage is marketed under the "W Pop" brand, and is merchandised in the main CSD aisle, according to Katie Crane, a Wegmans spokeswoman. "It's doing very well," Crane said, declining further comment. W Pop Vanilla is currently available in 20-ounce, single-serve bottles that retail for $1.09, according to several ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick.  What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
 

Click here to read the FAQ page if you have any questions (opens in a new window)
 

Attention Paid Print Subscribers:  While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.