FOOD EMPORIUM WIELDS THE WATERS

RICHARD TURCSIK

NEW YORK -- Food Emporium here featured a flood of bottled waters in a recent promotion.

The event featured almost 100 varieties of bottled water sourced from around the globe. It was promoted through Food Emporium's weekly circular and in-store signs. It was also mentioned in radio commercials. The chain touted its extensive water offerings as "The Oasis" for weary city shoppers.

"The French call it 'eau,' the Italians call it 'acqua,' the Germans call it 'Wasser' -- you call it 'water.' One thing's for sure, everyone calls it 'refreshing!' And this week you'll discover THE VERY BEST bottled waters of the world -- over 90 varieties -- at The Food Emporium Oasis," the weekly circular stated.

"Bottled water is a significant part of Food Emporium's business and they probably sell more per store than the vast majority of supermarkets," said William Vitulli, vice president of government and community relations at A&P, Montvale, N.J. A&P is the parent of Food Emporium.

"Food Emporium runs an ad like that maybe three or four times a year. The varieties that they carry are so extensive, and just to support that they have these events as a matter of policy," Vitulli said.

Among the imported waters featured during the latest promotion were Perrier sparkling water from France, 25-ounce bottle, 99 cents; San Pellegrino mineral water from Italy, 25.3-ounce bottle, $1.19; Vittel nonsparkling spring water from France, 16.9-ounce bottle, 79 cents; Cinciano sparkling water from the northern region of Siena, Italy, 25.3-ounce bottle, two for $1.59; Gerolsteiner sparkling mineral water from Germany, 33.8-ounce bottle, 99 cents, and SPA nonsparkling spring water from Belgium, 50.7-ounce bottle, 99 cents.

Several varieties of domestic waters were also featured.

Mountain Valley Spring Water from Hot Springs, Ark., which is promoted as "the water of presidents" was $1.59 for a 33.8-ounce bottle. Deer Park spring water was $2.19 a 101.4-ounce bottle. Pocono Springs water was 89 cents a gallon, as was Poland Springs water for shoppers who used their Food Emporium Bonus Savings Club card.

Food Emporium also featured several of its private-label waters. Master Choice spring was featured at 79 cents a 50.7-ounce bottle. A 320-ounce jug of America's Choice spring water was on sale for $1.99, while a 1-gallon jug of America's Choice water was featured at 69 cents.

Shoppers buying a case of six jugs could save even more. A case was featured at $3.79, or about 63 cents a gallon.