America’s Choice for Kids: A&P!


A&P has launched a Private Brand extension of its America’s Choice brand, “America’s Choice Kids.”  The new sub brand was developed in partnership with registered dietitians to be better for kids.

According to the website:
americas Choice kidsItems were selected based on ingredients and overall nutritional quality to promote growth and development – including low saturated fat, source of dietary fiber and whole grains, essential vitamins and minerals, age appropriate portions, and adequate calories. The program is based on the belief that kids can make better food choices when educated appropriately on food nutritionals, and that many foods can fit into a child’s diet in moderation.
The line will include: Soy butter, graham crackers, cereal, fruit cups and raisins are among the products being offered at A&P’s Pathmark, A&P, Waldbaums, Superfresh and Food Basics.

All America’s Choice Kids products are based on healthy ingredients and include low saturated fat, sources of dietary fiber and whole grains, vitamins and minerals, and age-appropriate portion sizes and caloric content, according to an ad in A&P’s “Easy Solutions” consumer magazine.

A new website contains product information, games, activities, nutritional tips, healthy recipes, and parent and teacher information.

In a time when the economy seems to be driving all decisions to strict ROI, it is nice to see a launch of a healthy foods brands for our kids. This has the potential to really thrive as the economy begins to improve.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.