Shop ‘n Save Expands Healthy Deli Lineup

ROSEANNE HARPER

PITTSBURGH — Shop ‘n Save is on a mission to emphasize to its customers that deli and bakery can provide products that are quite healthy.

Getting a market-area exclusive to carry Creta Farms gourmet deli meats, which are uniquely infused with extra virgin olive oil, is its most recent step in that direction.

Accompanied by a huge Creta Farms marketing campaign, the launch early in the fall has caught customers' attention, and helped raise the deli's profile, officials said.

“This is part of a broader effort to bring attention to healthiness in deli,” said Bob Dumi, deli and bakery merchandiser for Supervalu, Shop ‘n Save supplier.

“Basically, we're making an attempt at Shop ‘n Save, as well as at Supervalu, to look for items that are better for our customers,” Dumi told SN.

Having offered low-fat, low-sodium deli meats and cheeses for quite some time, the 72-unit group of independents in the Pittsburgh division of Shop ‘n Save has another branded healthy deli meat line that's also doing well, Dumi pointed out. The most recent addition to the healthy lineup, before Creta Farms, was Land O'Lakes 2% American cheese.

Dumi added that Shop ‘n Save in-store bakeries have been offering some no-sugar-added and whole grain products, and in January, branded Fiber One muffins in four flavors will join the ISBs' selection of healthy products.

What's important right now, Dumi said, is the attention that the Creta Farms line has brought to Shop ‘n Save's delis. He pointed out that Creta Farms has been very involved in giving the product exposure.

“This is the second-biggest deli launch we've had in the last three years. Creta Farms' marketing team is impressive,” Dumi added.

Television ads and drive-time radio have been part of the send-off and so have Shop ‘n Save ad circulars.

“We planned this very carefully with our ad group, giving the product exposure, and pointing out that the line's turkey, ham and roast beef are certified by the American Heart Association.”

A series of demos, too, has helped.

“We've had good responses from our customers. They always comment on the taste,” Dumi said.

With a retail price of $7.99 a pound, and $8.99 for roast beef, sales have been above projections.

“This product is truly unique,” Dumi said. “This has its own niche.”