Whole Grains Hot at ShopRite

ROSEANNE HARPER

EDISON, N.J. — ShopRite Stores are underscoring the value of whole grains with an ad that accompanied the launch of a new line of whole grain loaf cakes and whole grain muffins made in the company's in-store bakeries.

Whole grain loaf cakes, on special at $2.99, and whole grain muffins in a two-pack, specially priced at $1.99, are featured this month in a half-page ad in ShopRite's circular.

Previously, ShopRite stores, members of Wakefern Food Corp., have offered store-baked whole grain breads and rolls, including several varieties of LaBrea brand products.

The colorful ad in the circular, distributed earlier this month, is headlined, “New! Join the Whole Grain Revolution.”

Under the headline, the theme, “Make Half Your Grains Whole!” leads off with this blurb: “Visit your local ShopRite fresh bakery and experience our wide selection of fresh baked whole grain healthy treats.”

Assorted fresh-baked 10-ounce two-packs of muffins are offered at $1.99, a savings of 90 cents. The promotional loaf cake retail price represents a $1.00 savings.

Alongside the ad, Wakefern corporate dietitian Natalie Menza's column emphasizes the benefits of eating whole grains. She points out that the USDA's Dietary Guidelines recommend that each day at least half of one's daily grain servings should come from whole grains.

“ShopRite is making it easy to enjoy whole grains,” Menza wrote. “New in ShopRite's fresh bakery department, pick up our whole grain breads, muffins, cookies, and fruit and nut loaves available every day fresh for you.”

At ShopRite of Pearl River, N.Y., SN noticed last weekend that an 8-foot table right inside the front door was stacked high with whole grain muffin two-packs and whole grain loaf cakes. The flavors that stood out were lemon-blueberry and cranberry nut.