ACME MARKETS ADDS LINE OF LOW-FAT BEEF

LAURA KLEPACKI

MALVERN, Pa. -- Acme Markets here has added a line of low-fat beef at 100 stores, following a successful trial in 32 stores this past fall.

Plans are to roll out the program to the rest of the 250-unit chain by midyear, according to Walter Mize, president of United Heritage Corp., Cleburn, Texas, which supplies the product, marketed under the Heritage Lite brand name.

Heritage Lite, which has at least 25% less fat than standard beef, is also being test-marketed by the Kroger chain in five of its Dallas area stores and four Stop & Shop supermarkets in Boston and Connecticut.

Industry observers note that with meat consumption generally on the decline and many consumers looking to "eat lighter," retailers are seeking out alternative products to offer their customers.

Ed Spragg, vice president of advertising and special marketing for Acme, said the beef is being offered as an additional product in its mix and not as a replacement of the chain's other beef products.

"It is beef with less fat and is a very good quality beef," said Spragg. "It is something that is sort of for today's lifestyles."

Taking on the low-fat beef product is a way to increase variety in the meat case, said Spragg. To make room for the product, "We will just cut facings," he added.

He said the product, which is priced slightly higher than Acme's traditional beef, sells better in some stores than in others. But overall, he said, "it seems to be increasing in movement."

Acme kicked off the 100-store rollout this month by featuring the product in newspaper advertising and in-store circulars. The company first introduced the beef in 16 stores in September and by December had added another 16 stores.

Mize describes Heritage Lite beef as a fully grain-fed and fully matured animal. The "leanness," he said, "comes from the genetics of the animal, not from what they are fed." He also said the animals are slaughtered at a young age.