Price Chopper debuts PICS brand

Price Chopper is gradually replacing the 2,000 items in its Price Chopper brand with “high quality and premium value” store brand products sold under the new PICS brand. Items in the PICS line will include existing store brand products that will transition to PICS packaging and new items such as Maple-Cinnamon Popcorn and Birthday Cake and Caramel Twist ice cream.

The products, whose packaging Price Chopper says reflects a contemporary design, will be available in Price Chopper and Market 32 stores, with pricing remaining consistent with current store brand products.

“The packaging transition from Price Chopper to PICS, which began in February, is expected to take nearly two years to complete. With transitional plans in place to ensure compliance with the new GMO labeling law in the state of Vermont, all PICS labels to be distributed throughout Price Chopper and Market 32’s six state footprint will include confirmation of genetically engineered ingredients, if applicable,” said Price Chopper, Schenectady, N.Y., in a statement.

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