Wegmans Touts Its Brands in $3 Meals

CAROL ANGRISANI

ROCHESTER, N.Y. — Wegmans Food Markets has joined the growing number of retailers positioning their private labels as an affordable way to weather the economic storm.

The retailer is promoting gourmet meals for just $3 a serving. All recipes — such as Pan-Seared Pork Tenderloin; Braised Spezzadine; and Cauliflower, Spinach & Chicken Gratin — include Wegmans' private labels as ingredients. For instance, Whole Wheat Penne Pasta with Roasted Vegetables & Garlic includes Wegmans' Food You Feel Good About-brand Peeled Garlic; Wegmans-brand Basting Oil;and Wegmans-brand Pure Olive Oil.

“We help you stretch your budget dollar farther with thrifty meal ideas that are as tasty as they are affordable,” Wegmans said in promotional materials.

All online meal ideas include reviews by home cooks who have prepared the meals.

“This is easy and very good,” one reviewer wrote about the penne pasta. “It makes a lot so will work well for company.”

Wegmans is not alone in promoting private labels in upscale, yet economic meal ideas. Hy-Vee, West Des Moines, Iowa, has launched “30 meals for $3 per serving.” All feature a variety of Hy-Vee's private-label products, including Hy-Vee-brand Dark Brown Sugar, Dijon Mustard, Soy Sauce and Brown Rice.

Kroger, meanwhile, gives strong exposure to private label in its new “Meal Deals” offered via its shortcuts.com coupon program.