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    Price Chopper Joins Newman's Own for Co-branded Cereals

    SCHENECTADY, NY -- Price Chopper this week is launching two exclusive co-branded cereals under the Price Chopper and Newman's Own labels, the proceeds of which will support local camps for kids with life-threatening disabilities.

    SCHENECTADY, NY -- Price Chopper this week is launching two exclusive co-branded cereals under the Price Chopper and Newman's Own labels, the proceeds of which will support local camps for kids with life-threatening disabilities.

    The chain has already started sampling the new products--Cranberry Macadamia Nut and Blueberry Pecan Cluster--at all of its stores. The cereals are retailing at a special discount price of $2.99 per 15-ounce box; the everyday price for a box will be $3.49.

    At a breakfast to celebrate the collaboration, the partners will accept donations and raffle off an autographed poster of Paul Newman.

    All proceeds from sales of the cereals will go to the Double "H" Hole in the Woods Ranch in Lake Luzerne, N.Y. and the Hole in the Wall Gang Camp in Ashford, Conn.

    Both new cereals, have zero trans fats, contain no high-fructose corn syrup, and are vitamin-fortified.

    The co-branding venture is a first of its kind for Price Chopper, chain spokeswoman Barbara L. Page told Progressive Grocer. Page added, however, that it was just the latest development in the grocer's ongoing partnership with the Hole in the Wall camps.

    President Neil Golub serves as chairman of the board of Double "H," and director of private label Regina Tator volunteers at the ranch as a cross-country ski instructor. Price Chopper has also run a successful $1 "Pin-up" program in the past, with funds going to both camps.

    When asked about future co-branding initiatives, Page said that right now "the plate was full," but added she believed that Price Chopper would consider expanding such offerings in the future.

    For its part, Westport, Conn.-based Newman's Own has entered co-branding initiatives in the past with McDonald's and Green Mountain Coffee. It joined with Issaquah, Wash.-based Costco to roll out co-branded grape juice in 2002 and cereals in 2005, company spokeswoman Kirsten McKamy told PG.

    Hole in the Wall operates camps for children with life-threatening illnesses in 12 locations around the world.

    The family-owned Golub Corp. owns and operates more than 100 Price Chopper grocery stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts, and New Hampshire. Golub's approximately 23,000 associates collectively own 55 percent of the company's privately held stock.

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