VONS LAUNCHES ITEMS IN SELECT LABEL LINE

LISA SAXTON

ARCADIA, Calif. -- Vons Cos. here has introduced the first items -- cookies and soda -- in a new line of premium private-label products under the Vons Select label. Stretching its private-label business out to noncompeting markets, Oakland, Calif.-based Safeway will supply the Select items. Vons will maintain exclusive use of the brand name in its marketing areas.

According to a statement, Bob Kelly, executive vice president of retailing at Vons, said the company plans to introduce hundreds of Select items during the next two years. However, the company declined to say exactly what the next items will be.

In 1993 Safeway introduced 255 of its new Select items, which included salsas, snacks, coffee and ice cream.

Vons Select cookies are being sold for $1.99 a box; the sodas are retailing for 99 cents for a six-pack, 79 cents for a 2-liter bottle, and 59 cents for a 1-liter bottle.

"We are confident the Vons Select packaging will stand out among the national-brand competitors," said Kelly. "We feel it maintains a well thought out design and that it is an appropriate complement to our family of private-label brands."

Julie Reynolds, Vons spokeswoman, explained that the difference in the Select packaging is in the colors, graphics and logo. The Select cookies package features a sleek black background with a color photo of the product and color copy.

Vons currently offers 1,200 private-label products under the Vons Brand, Vons Slim Price, Jerseymaid and Vons Select brand labels.