DOMINICK'S OFFERS PRIVATE-LABEL COMPARTMENTALIZED LUNCH PACK

PAT NATSCHKE LENIUS

NORTHLAKE, Ill. -- Dominick's Finer Foods here has introduced a private-label version of a prepackaged, compartmentalized cheese-deli meat-cracker product, under the trademarked name Lunch Combinations.

The chain's store-brand entry into the lucrative lunch kit market is being offered at lower price points than comparable branded products, sources noted. In addition, Dominick's Lunch Combinations include cookies packed in an additional compartment, which differs from the offering of similar branded lines such as Oscar Mayer Lunchables and Eckrich LunchMakers.

Dominick's decided to introduce the private-label line because "it is an excellent product and we are able to offer our customers a great value," said Cheryl Robertson, a spokeswoman for the chain.

The Dominick's products come in a 4-ounce package, and carry an everyday retail price of $1.29, Robertson said. In a recent visit to a Chicago-area Dominick's unit, a comparable 3.7-ounce Eckrich LunchMakers was priced at $1.49; and the 4.5-ounce Oscar Mayer Lunchables was priced at $1.85. Neither price point was being promoted as a reduced price.

Dominick's Lunch Combinations were introduced in mid-December and featured at a sale price of 99 cents in the chain's ad. The promotion was effective from Dec. 21 through 27.

The new line is offered in four varieties: turkey breast with sharp cheddar cheese, wheat crackers and chocolate chip cookies; bologna with American cheese, buttercrisp crackers and peanut butter cookies; cooked ham with American cheese, buttercrisp crackers and peanut butter cookies; and ham with Swiss cheese, buttercrisp crackers and chocolate chip cookies.