Discount grocer Save-A-Lot has launched its newly acquired brand America’s Choice as a decadent but an affordable private brand of products from cheesecakes to crab cakes. The initial launch features 17 America’s Choice Creations products including: New York Cheesecake, specialty bratwursts, bacon macaroni and cheese, black Angus bacon and cheddar burger, crab cakes, honey bourbon salmon, peanut butter fudge truffle brownie, pecan caramel brownie cookies, triple pepperoni pizza, extreme supreme pizza, seafood stuffed salmon, ten layer 3 meat lasagna, chocolate chip cookie, and cheddar/caramel gourmet popcorn.
Earlier this year the retailer acquired the America’s Choice brand from A&P. However, the newly launched brand is a complete redesign of the brand, logo, and product. The move comes as A&P struggles to auction off the remainder of its private brand assets.
According to Save-A-Lot officials, the America’s Choice brand will “become the predominant food private label brand in our stores as we seek to consolidate our private label brand offerings by reducing the number of private label brands that we offer while increasing brand recognition and enhancing brand equity.”