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FRED MEYER BRINGS 'PRESIDENT'S CHOICE' PRODUCTS TO PACIFIC NORTHWEST FOR CUSTOMERS WHO LOVE GREAT FOOD AND LOWER PRICES

FRED MEYER BRINGS 'PRESIDENT'S CHOICE' PRODUCTS TO PACIFIC NORTHWEST
 FOR CUSTOMERS WHO LOVE GREAT FOOD AND LOWER PRICES
 PORTLAND, Ore., Aug. 28 /PRNewswire/ -- Fred Meyer announced today the exclusive roll-out this fall of a unique new line of food products called President's Choice that is designed to offer customers better quality at lower prices than the leading national brands.
 The new product line will be introduced in phases over the next two months starting Sunday, Aug. 30, with the unveiling of about two dozen different cookie, soda and microwave popcorn items. Every week more products will appear, ranging from frozen entrees to fruit juices, baking items, special sauces, condiments, jams, cereals, desserts and even canned pet food. About 130 different products will be offered at all Fred Meyer food departments along with selected products at Fred Meyer's nonfood stores.
 "Today's customers are looking for superior quality while being more price-conscious than ever before," Curt Lerew, senior vice president of Fred Meyer's Food Group, said. "President's Choice is perfect for people who love great food and lower prices."
 Rather than invest in national advertising, the people behind President's Choice have invested in superior quality and innovative product development. They leave the marketing to regional retailers through exclusive partnership agreements. Meanwhile, they boost the quality through more natural ingredients and stricter manufacturing standards while offering lower wholesale prices that translate into lower retail prices for customers.
 President's Choice products were created by Canadian-based retailer Loblaw Companies Ltd. Loblaw has carefully selected its food manufacturers from the United States, Canada and Europe to obtain the highest quality.
 "We take existing national brand best sellers and improve upon them," explained Tom Stephens, vice president of unique product development for Loblaw International Merchants. "Our goal for every President's Choice product is simple -- create a product of higher quality and sell it at a lower price."
 Since the product line was created in 1984, this label has been turning the heads of customers and critics alike, by winning one gourmet award and taste test after another while keeping prices consistently below the competition.
 "I urge customers to try President's Choice and compare," Lerew said. "We will offer samples and special coupons to customers at our stores as President's Choice products arrive this fall to help customers compare the quality, taste and price with their favorite brands.
 "These are really incredible products," Lerew said. "I have taste-tested thousands of food products in my career and never before has one product line stood out like this one for consistent quality."
 Fred Meyer has exclusive rights as the sole marketer of President's Choice in Oregon, Washington, Alaska, Idaho and Montana.
 President's Choice builds on Fred Meyer's current private-label food program. The existing Fred Meyer Brand products are positioned to be equal to or better than the leading national brands. President's Choice products are unique or superior to the leading brands. Both labels offer lower prices.
 Fred Meyer is headquartered in Portland and is a leading regional retailer of a wide range of food, apparel, general merchandise, home electronics, fine jewelry and home improvement products sold in unique one-stop-shopping stores ranging in size up to 200,000 square feet. The company operates 121 stores, including 95 of its large multidepartment stores, in Oregon, Washington, Utah, Idaho, Alaska, Montana and California. Fred Meyer reported 1991 sales of $2.7 billion and employs approximately 24,000 people.
 A Sampling of President's Choice Products at Fred Meyer
 "The Decadent" Chocolate Chip Cookie -- Made with pure creamery butter and as many chocolate chips as technically possible. Contains 39 percent pure chocolate chips by weight, or almost twice the 20 percent chips found in the best-selling national brand, giving it more chocolate chips by weight than any other ingredient. Additional President's Choice cookies include Butter First Oatmeal, Chocolate Chip Chocolate Fudge, Chocolate Chip with Pecans, Extra Chocolate Chip Chocolate Chip, Lemon Lucullan Delights, Peanut Butter First, Raisin First, Raspberry Temptations and Lemon Temptations.
 Over 50 Percent Pure Fruit Jams -- These French-style jams taste fruitier and more flavor-filled because of their higher fruit content. Most American jams contain about 45 percent real fruit, while President's Choice jams contain 50 percent to 58 percent. Extra fruit provides more naturally occurring pectin to gel the jams, so less added pectin is needed, resulting in jams with deeper- and fresher-tasting fruit flavor. Flavors include Apricot, Passion Fruit, Strawberry, Seville Orange Marmalade and Pure Raspberry.
 Memories of Szechwan Peanut Sauce & Dressing -- After tasting condiments from across North America, a panel of expert judges for Gorman Publishing's New Product News declared it the best new product in the condiment category for 1990. Fred Meyer will carry nine different "Memories" sauces, plus 19 additional President's Choice sauces and condiments.
 Cox's Orange Pippin Apple Juice -- Many experts contend that the rare orange-colored hybrid apple called Cox's Orange Pippin produces the world's best-tasting apple juice. Concentrate made from this apple is shipped from New Zealand and used exclusively by President's Choice for its juice. Fred Meyer will carry six different bottled fruit juice flavors from President's Choice, along with a canned 10- vegetable cocktail juice and two refrigerated fruit juices.
 Extra Raisin Raisin Bran Cereal -- Most people agree that the more raisins the better when it comes to raisin bran, and no raisin bran comes close to President's Choice. After careful study of the leading national brand, President's Choice added 25 percent more raisins by weight. Fred Meyer will carry seven different President's Choice cereals.
 Pancake and Waffle Syrup -- President's Choice created a better tasting syrup by actually blending in 15 percent real maple syrup. A few national brands blend in a tiny amount of real maple syrup, but none of them come anywhere close to the amount found in President's Choice.
 -0- 8/28/92
 /CONTACT: Rob Boley of Fred Meyer, 503-233-7176 (office) or 503-697-3858 (home)/ CO: Fred Meyer Inc.; Loblaw Companies Ltd. ST: Oregon IN: FOD REA SU: PDT


KJ-LS -- SE002 -- 4317 08/28/92 11:02 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Aug 28, 1992
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