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    WHAT'S RISING IN BAKERY: A&P Banners Pushing Fresh Italian Pastries

    Just when it looked like the signature in-store bakery product movement had all but ground to an abrupt halt comes yummy news from A&P, whose Waldbaum's, The Food Emporium, and Super Fresh banner stores are now offering freshly prepared authentic Italian cannoli, mini cannoli, napoleons, eclairs, and cream puffs.

    Just when it looked like the signature in-store bakery product movement had all but ground to an abrupt halt comes yummy news from A&P, whose Waldbaum's, The Food Emporium, and Super Fresh banner stores are now offering freshly prepared authentic Italian cannoli, mini cannoli, napoleons, eclairs, and cream puffs.

    "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," notes A&P senior director, fresh merchandising Jim Saufl.

    Offered under the new Via Roma private label brand, the indulgent treats launched in the stores' in-store bakery departments Dec. 14. Ideal for large gatherings, stores carry Miniature Italian Pastry Platters for $19.99 (small) and $29.99 (medium), as well as Colossal Cannoli Party Platters for $79.99, featuring 14-inch cannoli with pots of cream and surrounded by an assortment of mini pastries. (FYI: The Food Emporium sells the refrigerated cannoli only.)

    The signature line at A&P[m]which operates 447 stores in eight states and the District of Columbia[m]also boasts 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.

    Other retail prices are $9.99 per pound for mini cannoli and mini Italian pastries, $1.99 per large cannoli, and $3.49 per napoleon.

    Shortly down the road, Saufl says the Via Roma brand will eventually feature a wide range of premium Italian center store products such as pasta, olive oil, vinegars, pasta sauce, pepper, sun-dried tomatoes, olives, breadsticks, crostini, flatbread, and biscotti.

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