STORE BRANDS ARE JELLING

RICHARD TURCSIK

While much of the excitement in the jelly category has been in the national and regional brand spreadable fruit segment, many retailers are also doing strong jobs with their private-label jams and jellies.

Big Y Foods, Springfield, Mass., added private-label jellies two years ago, and has had much success with the segment, according to Ann Wallenius, corporate brands coordinator.

"We have 17 private-label jellies under the Big Y label in different sizes and flavors. We also plan to get into fruit spreads in the near future under the Kingston label, which is from Topco Associates. We also carry a World Classics upscale line of preserves from Topco," she said.

"Private-label grape jelly and preserves are the core items, and it is growing at the same rate and following the same trends as the category as a whole," Wallenius added.

The typical New York City D'Agostino store has 8 sectional feet devoted to jelly, of which about 12 linear feet of shelving is devoted to private-label jams and jellies. The chain has 4 linear feet of popularly priced Foodtown-brand jams and jellies, and 7 linear feet devoted to the upscale President's Choice line.

"In President's Choice we have light preserves, jelly, jam and a marmalade. Of those, the jams, particularly the strawberry and apricot jams, do the best. It is a good, steady business," said Mary Moore, D'Agostino's director of public affairs.

Chains both big and small are finding ways to get positive sales with private label. A&P, Montvale, N.J., has been building a strong store-brand business in the category with its Master Choice preserves imported from Canada and packaged in octagonal-shaped jars, and America's Choice popularly priced jams and jellies, said a chain official.

"Our Master Choice line of preserves has been a very popular seller for us," said William Vitulli, vice president of government and community relations.

The 43-unit Town & Country chain, Mountain Grove, Mo., has garnered a strong position in the category with its Always Save private-label jelly brand, said James Kaneaster, store supervisor.