CELENTANO ADDS LINE

ROSEANNE HARPER

VERONA, N.J. -- Celentano, a manufacturer of frozen all-natural Italian foods here, has introduced a line of store-brand entrees to be sold chilled in the deli department.

The manufacturer calls the line Signatures. The products are distributed frozen and thawed at store-level. However, the current program is a precursor to the company's anticipated launch of fresh, refrigerated entrees within a year, said Domenick Celentano Jr., vice president of the company.

"We're in the process of developing a program that will introduce these products, never frozen, in modified atmosphere packaging, also to be sold under the retailer's own label," Celentano said.

The line will be made from the same formulations, he added. The Signatures line has its start with six entrees: macaroni and cheese, pasta Florentine, baked ziti, egglant parmigiana, stuffed shells, and pasta and breaded chicken breast cutlet with marinara sauce. All are prepackaged on black oval-shaped trays with clear dome lids. A shrink band will provide a place to put the retailer's logo and name.

The containers, all single-serving, are microwavable. The line will be exclusively private label, Celentano said. He added that the company developed the program after identifying a niche in the deli for such a product. "As a product that will carry the retailer's name, it fits well in the deli" where brands are not a big factor, he said.

Founded in 1947, Celentano manufactures more than 40 frozen Italian food items for national distribution.