Price Chopper ‘pics’ new name for store brand products

By Larry Rulison on April 7, 2016 at 7:59 AM

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Pics is the new Price Chopper brand

Schenectady-based Price Chopper, in the midst of a $300 million rebranding campaign while it rolls out its new Market 32 stores, has introduced a new house brand of products that it calls Pics.

The Schenectady based supermarket chain has quietly rolled out the Pics brand in stores recently and in TV, radio, newspaper ads and social media posts.

Pics stands for “picks” and items that Price Chopper has “hand picked” for consumers. The company filed to trademark the concept back in October.

At the Slingerlands Price Chopper

“We know you want what’s best for your family and that value matters to you. PICS say ‘hand-picked’ because it represents the quality items that we’ve sourced especially for you and your family. It’s about offering a range of items that are healthy and wholesome to those that are more indulgent. Be sure to keep an eye on the shelves for more exciting PICS products and promotions coming over the next few months!,” the company wrote on its Facebook page Wednesday.

It is unclear if the Pics line will eventually replace the Price Chopper house brand. The company calls Pics an “evolution” of the Price Chopper brand. It doesn’t appear to include the gourmet items sold under the Central Market name, however. Price Chopper spokewoman Mona Golub said the company will reveal more details next week.

The Pics line does appear to be targeting the store’s AdvantEdge card holders. AdvantEdge is Price Chopper’s loyalty card that also offers discounts on Sunoco gas.

A coupon book sent to AdvantEdge members recently said Pics will be offered to “our most loyal customers” at “lower than premium prices.”

Price Chopper says Pics products target its “most loyal customers”

The Pics name is also a play on the Price Chopper name. When the Pics name is put on food labels, the “P” and the “C” stand out, standing for Price Chopper.

Price Chopper, owned by the Golub Corp. in Schenectady, has more than 130 stores in New York, New England and Pennsylvania.

On Monday, Albertsons, which operates Safeway,  Shaw’s, Star Market and other chains across the country introduced a new store brand called Signature that will be used on 4,000 items across the different stores.

Price Chopper laid off 47 administrative staff at its headquarters in Schenectady earlier this week as part of a corporate restructuring that does not impact stores or distribution centers. The layoffs included plans to outsource some departments within the corporate offices.