ACME LAUNCHES LINE OF PREMIUM PAPER PRODUCTS

RICHARD TURCSIK

MALVERN, Pa. -- Acme Markets here has introduced a line of superpremium private-label paper products.

Acme, a subsidiary of American Stores Co., Salt Lake City, introduced the line -- marketed under the Simply Soft sub-brand in toilet tissue and facial tissue and Big 'N Tough in paper towels -- with much fanfare last month.

The line offers a super-premium quality equal or superior to the national brand leaders, such as Charmin, Kleenex and Bounty, the chain claimed. For example, the toilet tissue is not only two-ply, but quilted and embossed with little roses. The paper towels are printed with patterns, and the facial tissues are packed in "boutique" boxes.

The products are offered in club-pack sizes of 24-rolls of bath tissue, six-pack boxes of facial tissues and six rolls of paper towels. Ninety-sheet single rolls of Big 'N Tough paper towels were 99 cents a roll. The line is being offered in addition to the chain's Acme private label and Value Wise generic lines.

Officials at Acme did not return phone calls seeking comment.

However, when SN visited a northern New Jersey Acme store last month, the tissues were selling quickly. They were displayed on an endcap and from case stacks in the paper goods aisle.

Acme is using a $5 mail-in rebate to entice consumers to try the line. Rebate forms were available in Acme's weekly circular, from in-store "take-one" tear pads at the display and in the chain's monthly coupon book mailer.

"Take the Acme Challenge!" ad copy in the weekly circular exclaimed. "Compare our new paper items to the premium brands! See...feel the difference."

During the introductory period the toilet tissue was featured at $3.99 a package, as was the facial tissue; the paper towels were featured at $2.99 for the six-pack.

The price for all three after the rebate was only $5.97, which works out to less than 17 cents a roll for the toilet paper, less than 50 cents a roll for the paper towels and less than 67 cents a box for the facial tissue.