A&P Prepares Green Way Launch

MONTVALE, N.J. — A&P here is readying a new natural/organic private-label line that is scheduled to officially debut next month around Earth Day, which falls on April 22 this year. Select products in the line, called Green Way, have been undergoing a soft launch since December 2008 at selected stores throughout all of A&P’s banners, which include Waldbaum’s and Pathmark.

According to a source familiar with the brand, the retailer is planning to use in-store radio, promotions in their Easy Solutions flyer and demos to publicize the launch, with more than 100 SKUs hitting shelves by June.

A spokesperson for A&P said the Green Way line extends from paper products, organic sauces and condiments to produce, “with many more categories being added throughout 2009.”

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