STEW LEONARD'S EMPHASIZES FRESH COOKIES

NORWALK, Conn. -- Stew Leonard's Dairy Store here is using its baked-from-scratch cookies to help deliver the fresh message to consumers.

ge is devoted to in-store bakery products, with the cookies prominently mentioned.

"We bake over 100,000 cookies every day!" reads the ad's tag line above a large color photo of home-made-looking cookies cascading out of a basket.

"It's true. It's a lot of cookies," said Stew Leonard Jr., president of the two-unit retailer, which is known for its innovative merchandising and in-store marketing.

"We bake that many every day during the holiday season. That figure does include both stores and also what we make to fill orders from our mail-order catalog," Leonard explained.

He pointed out that baking fresh every day is a hallmark of Stew Leonard's, and the company wants to underscore that fact in the ad circular.

"You'll notice in this circular -- which is only the second one we've ever done -- we're emphasizing that our food is fresh, and our stores are friendly and fun to shop," he added.

The bakery portion of the ad also shows a color photo of Leonard's sister Bethy and associates from the "Bethy's Bakery" in-store department holding trays of rounded loaves of bread. A headline above bread prices says, "Artisan-style, Hearth-baked crusty breads fresh baked all day!"

Below the picture is a statement signed by Bethy, which reads, "I learned to bake in Paris. While studying for my masters degree at the University of Paris, I learned to bake from Master Chef Pierre Mourot. In 1982, I started Bethy's Bakery in our family store. I love greeting customers with the aroma of my fresh-baked breads, croissants, pastries and made-from-scratch cookies."

Three varieties and their prices were listed: chocolate chip, $3.49 for 18 ounces; chocolate brownie, $3.99 for 18 ounces; and pecan clusters, $3.99 a pound.