PRICE CHOPPER BRANDING FROZENS

CAROL ANGRISANI

SCHENECTADY, N.Y. -- Price Chopper Supermarkets here has introduced a premium private-label frozens line that includes everything a single, couple or family needs for a four-course meal.

Central Market Classics "Solutions" launched with 44 different appetizers, entrees, side dishes and desserts that retail between $2.69 and $10.99. Another 25 items will be added within the next year, according to Mona Golub, company spokeswoman.

"Our customers have told us they want to have more convenience in serving their families a complete meal," Golub told SN. "We have responded."

Positioned as an alternative to time-consuming meals made from scratch, Solutions' packaging features the tag line, "Quality Cuisine. Ready in Minutes." Microwave heating times range from one minute to about 30 minutes for lasagna.

"The reason we've given these the Solutions moniker is that they're all easy to prepare and serve," Golub said.

Solutions is unique in that it focuses on upscale, gourmet, "restaurant-quality" foods like bacon-wrapped scallops, coconut shrimp, jumbo pesto ravioli, chicken divan and tiramisu cake, according to Golub. It also accommodates different food preferences, including low carb, vegetarian and ethnic.

"In creating the recipes to meet the tastes and demands of our customers, we have not shied away from working with high-quality ingredients," stated Golub.

Selections cater to singles and couples -- and to families. For example, entrees range in size from 12 ounces to 40 ounces, she added.

The Central Market Classics umbrella, under which the line is being marketed, is Price Chopper's premium private label that debuted about three years ago, and now includes about 200 stockkeeping units. Price Chopper develops specifications and uses several, unnamed food suppliers. Golub said some also supply fine restaurants.

Solutions hit freezer cases Labor Day weekend at an introductory 20%-off price with loyalty card. Regular retails range from $2.69 to $9.99 for appetizers; $3.29 to $7.99, entrees; $2.69 to $3.69, side dishes; and $4.69 to $10.99, desserts.

"This is for people who want to get dinner on the table in a hurry, but also want to make it special," said Golub.

Price Chopper is devoting plenty of in-store space to the new brand. Most of the stores are merchandising the assortment in three freezer doors, said Deborah DiCerbo, the retailer's private-label design supervisor. Marketing support includes in-store sampling and advertising on local radio, the chain's Web site and in-store circulars.

"Need to Prepare Meals Quickly?" one circular ad read. "We've Got Classic Solutions." There's been ample in-store media, too, such as static clings, motorized four-sided signs and floor graphics.

"We also teased before the program broke with 'Coming Soon' signs on freezer doors and the entrance doors to arouse curiosity," said DiCerbo.

A brochure distributed via direct mail to 10,000 Price Chopper customers included eight weeks of $1-off coupons. The same promotional piece is being displayed in-store at the point of purchase.

Price Chopper joins many national and regional retailers that have launched improved frozens programs centered on entrees. Other chains undertaking similar initiatives include SuperTarget and its Archer Farms label; Hannaford Bros.' and On the Go Bistro; Weis Markets and its Weis Signature line; and Albertsons' Essensia store brand.