NEW WALDBAUM'S STORE PUTS NATURAL/ORGANIC EARLY IN PATTERN

CAROL ANGRISANI

STONY BROOK, N.Y. -- Natural/organic food is placed early in the shopping pattern at a new 65,000-square-foot Waldbaum's here.

The store-within-a-store department is located after produce, across from the bakery department. It consists of two freestanding 18-foot-long aisles, along with four doors of frozen food and 12 feet of refrigerated space.

The department, which is signed Natural Foods, emulates sections found in other A&P-owned stores. Waldbaum's is a division of A&P, Montvale, N.J.

One of the freestanding aisles holds a variety of snack foods -- including chips, dips and sauces -- from companies including Garden of Eatin', Good Health and Bearitos. The other aisle contains various health and beauty care items, including shampoos, herbal remedies and vitamins.

The frozen-food section is stocked with an impressive selection of items. Each door is segmented into different categories, including fruits, vegetables, entrees, snacks, breakfast items and desserts. Selections include entrees from Amy's, Cascadian Farms, Senor Felix, Curry Classics, Thai Gourmet, Celentano and Hain; vegetables from Cascadian Farms, Amy's and Haddon House; and snacks from Health is Wealth.

There is also Wolfgang Puck's all-natural pizza and "pizsoy," a soy-based pizza product from Farm Foods. In the breakfast section are items like Cedarlane English muffins and Van's waffles.

Separating the frozen food from the refrigerated section are about 4 feet of cereals, including Kashi puffed rice, along with 4 feet of nondairy beverages from Rice Dream, Pacific, Westbrae Natural, Naturally Northwest and Eden Foods.

Next to the beverages are 8 feet of various natural/organic dairy products, including organic yogurt from Stonyfield Farm and Horizon; organic milk from Horizon; organic eggs from Greenbrier; and organic sour cream and cream cheese from Horizon.