TOPS PROMOTES SCRATCH ROLLS

BUFFALO, N.Y. -- Tops Markets here is promoting the fact that its rolls are baked from scratch, rather than from frozen dough.

ing a man and a woman with pans of dinner rolls, the ad says, "At Tops Baker's Oven, we make our rolls from scratch; with flour, yeast and water. We use premium, high-protein flour to give our rolls a fine texture."

A smaller photo shows a close-up of a person removing shaped rolls from a cardboard carton. The caption says, "Chain X and Y -- Rolls are shipped frozen from a factory freezer."

Further down in the ad it is pointed out that Tops' "highly efficient equipment enables us to make and bake rolls right in the store. This insures high quality and freshness at everyday low factory wholesale prices."

Officials reached at Tops declined comment on the ad.