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NORWALK, Conn. -- Stew Leonard's here is launching an all-natural fresh private label chicken line under the brand name "Naked Chicken" with in-store samplings running July 19 through July 30. The antibiotic- and hormone-free chickens are raised on family farms in Pennsylvania's Amish country on a vegetarian diet of corn and soybeans.
"We did not want anything unnatural coming between Stew Leonard's Naked Chicken and our customers' dinner tables, including preservatives, antibiotics, or hormones," said Stew Leonard's president and c.e.o. Stew Leonard, Jr. in a statement. "You can see and taste the difference. Our Naked Chicken has a natural creamy color, is moist and juicy, with an authentic chicken flavor."
In addition to the samples, a new "Naked Chicken" walk-around character, a white chicken wearing a wooden barrel similar to the product logo, will help distribute recipe cards and coupons to customers. Shoppers will also have an opportunity to "get naked" five times and "take off" $1 on any Naked Chicken product via newspaper FSIs and online coupons.
"Because of the increasing popularity of chicken, and consumer interest in natural and organic offerings, we felt it was important to offer our customers a 100 percent natural, antibiotic free chicken option that we are proud to put our name behind," said Leonard
Naked Chicken costs $1 more per pound on average than conventional chicken. Stew Leonard's will offer special introductory pricing, along with the $1 off coupons, during the promotional period. The nine varieties that will be rolled out initially are whole chickens, roasters, boneless breasts, drumsticks, wings, legs, thighs, whole breast and spit breast.
Family-owned Stew Leonard's has three stores in Norwalk and Danbury, Conn. and Yonkers, N.Y., with a fourth store planned to open in early 2007 in Newington, Connecticut.
Naked Chicken succeeds another natural chicken line at Stew Leonard's.