A&P Launches Premium Private Brand

MONTVALE, N.J. — A&P, SuperFresh and Waldbaum’s stores have begun introducing products under the Hartford Reserve label — a new store brand featuring “premium artisan products at value prices,” the retailer here said. The product launch began last week with the introduction of an in-store baked pie under the Hartford Reserve label. The pie is made from more than a pound of fruit and five varieties of apples, and it comes in a striking new black box. Waldbaum’s sales fliers were advertising the new item for $4.99 — $4 off its $8.99 regular price. A&P described Hartford Reserve as an exclusive brand “created to bring back the nostalgic taste of the golden age of manufacturing, when products were specialized and manufactured by artisans who took pride in their individual craft.”

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