ALDI HOLDS BACK PRICES IN BTS PROMOTION

RICHARD TURCSIK

BATAVIA, Ill. -- Aldi here gave shoppers some pointers on how to lower their food bill when it featured back-to-school essentials in a circular.

Aldi devoted the entire center spread of the four-page, four-color glossy circular to breakfast and lunch staples, including cereals, peanut butter and jelly, crackers, snack items and condiments. While the vast majority of the showcased items were from Aldi's various private labels, some name brands, including Capri Sun, Pillsbury, Keebler, Smucker's and Kraft, were included. The items were featured at Aldi's everyday low prices.

The circular, distributed in Sunday newspapers over Labor Day weekend, highlighted special-purchase grocery items, including Pillsbury cake mixes at 69 cents a box; Keebler Town House reduced-fat crackers at $2.99 a 26-ounce box; Smucker's grape jelly, 99 cents a 32-ounce jar, and Hawaiian Punch, $1.99 for a nine-pack of aseptic boxes.

"In our stores we had special displays of the 'special-purchase' items," John Bretz, director of corporate purchasing at Aldi, told SN. "Those are 'in-and-out' items that will just be available for a limited time, normally for about two weeks."

Bretz said the other items, which are mostly private label, are carried on an everyday basis and are merchandised off the store shelves. Several produce items also were included.

Aldi operates over 400 limited assortment stores throughout the Midwest, South and Northeast.