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A&P banners A&P Waldbaum's, The Food Emporium, and SuperFresh store are now offering freshly prepared authentic Italian cannoli, mini cannoli, napoleons, eclairs, and cream puffs in their bakery departments, under the new Via Roma private label brand.
For large gatherings, stores carry Miniature Italian Pastry Platters, as well as Colossal Cannoli Party Platters featuring a 14-inch cannoli with pots of cream and surrounded by an assortment of mini pastries.
The private label product line also includes a refrigerated cannoli kit, available in the refrigerated bakery section, that shoppers can take home and fill themselves, at a retail price of $9.99.
The Via Roma brand will eventually include a wide range of premium Italian products such as pasta and olive oil, according to A&P.
"As the first Via Roma product introduction, these pastries truly represent this new brand, which features authentic Italian products with unparalleled taste at value prices," noted A&P senior director, fresh merchandising Jim Saufl.
Via Roma Italian Pastries are available exclusively at all A&P banner stores.
A&P operates 447 stores in eight states and the District of Columbia under the following banners: A&P, Waldbaum's, Pathmark, Best Cellars, The Food Emporium, Super Foodmart, Super Fresh, and Food Basics.