WAKEFERN COLOR-CODES ICE CREAM SELECTION

JULIE C. BOEHNING

ELIZABETH, N.J. -- Wakefern Food Corp. here and the majority of its member stores have color-coded their ice cream sections to help shoppers locate their favorite flavors.

Co-op member ShopRite is advertising the new program in its circular. "Follow Our Rainbow To Your Ice Cream Dreams," the heading on a full-page ad states. Wakefern couldn't be reached for comment.

Underneath the heading the new program is explained further. "Our new color-coded ice cream department makes it easier for you to find your favorites. We've categorized every variety, so it's easier than ever to make your selections," the ad reads.

Prior to the color-coded program, Wakefern co-op stores usually merchandised ice cream sections by vendor and size, according to a local observer.

"I think they're trying to segment [the department] so the consumer doesn't have to look through the whole department," the observer added.

According to the ShopRite ad, ice cream segments are now broken down into categories: Traditional Selections (identified in red), which include premium brands such as Breyer's; Indulgent Selections (purple), a mix of superpremiums like Haagen Dazs and Ben & Jerry's; Better for You Selections (green), low-fat and fat-free ice cream as well as yogurt, and Ice Cream Novelties (orange), which include ice pops, bars and sandwiches.

In participating stores, the segments are identified by color-coded signs attached to doors, said the local observer. Private-label selections are merchandised with their respective segments.

"Private-label superpremium will be in with the superpremiums and private-label yogurt will be where the yogurts are," she said.

According to the local observer, the program is being backed by the majority of store owners.