A&P Prepares Green Way Debut
A few weeks ago I saw a new organic yogurt on the shelves of the Pathmark I was visiting. I picked up a container and, being a food reporter, read the label. Well, what’s this? A familiar address! Must be a new private label from Montvale, N.J.-based A&P, Pathmark’s parent.
It’s called Green Way (Slogan: “There’s their way, and then there’s Green Way”). The yogurt was distributed by OnPoint Inc., and certified organic by Quality Assurance International. The container included per-serving call-outs for milk fat (1%) and calories (130).
While some products, like cloth laundry bags and the yogurt, have been enjoying a soft launch since December 2008, the big push will come around Earth Day, according to a company spokesperson. And, a supplier familiar with the brand told me there will be more than 100 products out by June.
Green Way’s product line extends from paper products, organic sauces and condiments to produce, according to the spokesperson, “with many more categories being added throughout 2009.” My supplier added that A&P is making a concerted effort to coordinate all merchandising for a consistent store-wide image, and plans to use in-store radio, promotions in their Easy Solutions flyer and demos during the launch period.
A&P is probably among the last of the big regionals to offer a natural/organic private label. Pathmark used to offer n/o products sourced from Wild Oats; however, that ended when Wild Oats got snatched up by Whole Foods Market.
Has it been worth the wait? If the quality of the yogurt is any indication, I think so – the packaging is cool, the name is different, and products I am already familiar with (including those of my supplier friend) are of high quality. We’ll be eager to see what the rest of the Green Way label line is like.
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Related Topics: Fresh Foods, Natural/Organic, Private Label, A Healthy Dish, Wellness News
April 16th, 2009 at 9:53 pm
Appreciated the article; tough finding anything on Green Way.
June 17th, 2009 at 6:46 pm
I’m curious about this yogurt - no where does it mention having active yogurt cultures of any kind. Is it possible that there are none?
July 17th, 2009 at 3:12 am
I’ve also tried in vain to find more information about this line and am concerned that there is no indication of Active Cultures on the label. I do like the yogurt line but besides lower sugar content the main reason I eat yogurt is because of it’s probiotic benefits. Maybe I just have to call…A&P??
July 17th, 2009 at 7:26 am
Wow, we got a lot of inquiries about the Green Way yogurt’s culture content. Indeed, it is not listed anywhere on the container… So, we went directly to the source. Lauren LaBruno, senior communications manager for the retailer told us this:
“We are in the process of updating the label and to respond to your specific question: Contains Live and Active Cultures: L. Thermophilus, S. Bulgaricus, L. Acidophilus, Bilfdus, L. Casel”
So, hopefully, you’ll be seing the change shortly. It’s interesting that, with all the news surrounding the benefits of probiotics (and the runaway success of Dannon’s Activia line), they would have made sure to include this information from day one!
August 26th, 2009 at 2:36 pm
I came across their products at Food Emporium and decided to try the vanilla yogurt and soy milk. I must have gotten the new label because it does state on the side that it contains active cultures. I’m hooked on the yogurt, tastes great, I’ll definitely go out of the way and get more. The soy milk was good, but I think I’ll stick with Zen Soy, I like the taste of it better.
September 1st, 2009 at 9:34 am
Green Way organic products are fantastic. Besides the great line of fresh food products, there is a line of Green Way household cleaning products including laundry detergents, dishwashing detergents, and cleaning sprays.
And your children can go to school the “green Way” with notebooks.
Great savings and great for the environment, too.
December 14th, 2009 at 11:21 pm
I decide to go shopping at pathmark one day and i happen to came across their products and decided to try the fussli and the tomato basil sauce. I loved it… im hooked on greenway .. great products!!!! there olive oil and balsamic vinaigrette dressing is almost as good as we make it.. i hope you guys stick around cant waite to see what you come out with next
January 10th, 2010 at 12:21 am
This is my first time trying Greenway Yogurt, and I must say I am disappointed. The container was 3/4 full, the flavor of the blueberry and strawberry was tasteless. The yogurt was very thin, which makes me question it being yogurt or a facsimile. My family and I will not eat the other 6 containers, therefore I would like to be reimbursed for my waste of money.
February 2nd, 2010 at 11:15 am
I came across some Greenway products for the first time at my local A&P and I must say I was excited to see them. Not only because they were organic but more because they were local. As I am getting into the “slow food” movement, it was nice to see something local in my local supermarket.
The Greenway Salsa was excellent. I will definitely purchase it again…
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