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Price Chopper Supermarkets and Market 32 launch new signature line of store brand products, PICS by Price Chopper

SCHENECTADY, NY, 2016-Apr-13 — /EPR Retail News/ — Introducing PICS by Price Chopper – a new signature line of store brand products that offer high quality and premium value — available exclusively at Price Chopper Supermarkets and Market 32.

Sporting a contemporary, food-focused package design that is aligned with the company’s new (contemporary food-focused) Market 32 brand, PICS products will gradually replace nearly 2,000 Price Chopper brand favorites that customers have come to enjoy, while adding some trendy new items, such as Maple-Cinnamon Popcorn, Birthday Cake and Chocolate Caramel Twist ice cream, and nutritionally-rich Best Eggs.

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.

“The trust that our customers have in the high quality and exceptional value of our ‘own brand’ products equates to a significant portion of our business and was the impetus behind our investment in PICS. We remain committed to satisfying their high expectations with products worthy of our ‘quality and value’ seal, while updating the visual expression of our brand to ensure relevance and differentiation in today’s contemporary world,” said Mona Golub, vice president of public relations and consumer services for Price Chopper and Market 32.

The PICS moniker was coined to convey that the products are “hand-picked” to provide customers with national brand equivalent quality or better at a significant value.

Most PICS brand items will be sourced from the same suppliers and to the same specifications as Price Chopper brand products, while select others, like PICS ice creams and refrigerated ready-to-bake cinnamon rolls reflect new sources of supply that the chain’s category experts selected to provide even higher quality at the same or a lower cost. Pricing on the new PICS line will remain consistent with current store brand products.

About The Golub Corporation: Based in Schenectady, NY, the Golub Corporation owns and operates 135 Price Chopper and Market 32 grocery stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire. The American owned, family-managed company prides itself on longstanding traditions of innovative food merchandising, leadership in community service, and cooperative employee relations. Golub’s 21,000 teammates collectively own more than 47% of the company’s privately held stock, making it one of the nation’s largest privately held corporations that is predominantly employee-owned. For additional information, visit


Mona Golub
Price Chopper

Jonathan Pierce
APR Pierce Communications
518.221.1186 (cell)

SOURCE: Price Chopper


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