A&P Offers Private Label Cheeses

MONTVALE, N.J. — A&P last week launched its Hartford Reserve Artisan Cheese collection, a new line of premium private-label cheeses available at A&P, Pathmark, SuperFresh and Waldbaum's banner stores.

The majority of these cheeses will be sourced from master cheesemakers in Wisconsin, although the new line will also include a selection of imported cheeses from Europe. Company officials said the products would emphasize quality and price.

“Instead of going to specialty cheese shops, our customers can now find world-class gourmet cheeses at their local A&P, Pathmark, SuperFresh and Waldbaum's stores, all at fantastic prices,” Sal Baio, vice president of fresh for A&P, said in an announcement.

The initial rollout of the new cheeses will feature a vintage-aged gouda, a cranberry chipotle cheddar and a blue cheese with mild, white goat's milk chevre called “Hartford Reserve Billy Blue.”

Hartford Reserve was launched in fall 2008 with the debut of a premium store-baked apple pie, and A&P has indicated that artisan and specialty products will continue to be the focus of the Hartford Reserve brand.

A&P has been working to grow all of its private-label brands this year. Chief Executive Officer Eric Claus established a target of 17.5% overall private-label brand penetration for the company during a January earnings call, and added that the company targets its store-brand prices against the top price competitor in each market.