TOPS' AD PUSHES PRIVATE-LABEL CEREALS

BUFFALO, N.Y. -- Tops Markets here aggressively promoted its private-label cereals in a half-page newspaper advertisement that urged shoppers to compare its cereals to the national brands.

and value to the National Brand Cereals."

Nine of the 11 available varieties were featured in the ad, including Corn Flakes, Crispy Rice, Frosted Wheat and Honey & Nut Toasted Oats. Each variety was pictured with a smaller image of its nationally branded counterpart. Capturing the eye in the center of the ad was Tops Frosted Flakes, priced at $1.98 for a 20-ounce box. The consumer saves 51 cents buying Tops vs. the national brand, according to the ad.

Officials at Tops declined to comment.