The Great Atlantic and Pacific Tea Company / Our Own Brands




Own Brands • A&P History • Milestones by Decades • Community Giving • EC/EDI Information • Executives

In 1994, A&P US launched a new private label marketing program offerring four brands: America's Choice, Master Choice, Health Pride and Savings Plus.

Since then, the Company has been strengthening and improving these brands to meet customers' expectations. Here's an overview of what you'll find in the family of A&P stores today.

This brand offers consumers a wide range of products in over 170 categories that are the perfect solution for their everyday grocery and household needs. From fresh baked cookies and our 100% natural orange juice to the tougher paper plates and cups they are served in, America’s Choice consistently gives shoppers national brand quality across the aisle at prices significantly lower than national brands –and that helps make shopping a lot easier.

Give Yourself Another Choice . America's Choice. The Only Difference Is The Price.

There's nothing like going to that little out of the way specialty market and bringing home fresh food. Extra virgin olive oil, Authentic Bolognese pasta sauce, fresh Portobello mushrooms, consumers can get these items at a village specialty store or they can turn to Master Choice. From farm fresh strawberry preserve jam to fresh 100% natural apple juice, Master Choice was created to be the premium store brand that gives consumers authentic ingredients and the finest recipes, and remarkably, at store brand prices.

Master Choice, foods as special as the village market.

An exclusive line of OTC (over the counter) and personal care products. Health Pride products contain the same level of active ingredients as national brands as required by law, at prices significantly lower than national brands. There are hundreds of Health Pride items available and we know shoppers will be pleased with the value and the quality of the Health Pride brand.

The economy line of essentials priced to be the most affordable on the shelf. From paper towels to ice cream to disposable cups, Savings Plus is the value choice for frugal shoppers looking for consistent quality at the lowest prices available.

1. In North America, 100% of all households buy private label products.

2. The average household buys at least one private label product every five days.

3. Loyal private label consumers buy across as many as 50 categories.

4. The 3 best-selling private label categories: milk, eggs and bread.

5. The top 3 non-food private label categories: Food storage and trash bags, cups and plates, and toilet tissue.

6. The Great A&P Tea Co. is unique among its competitors in that its corporate brands have their own identities and don’t carry the name or logo of its stores.

7. Own Brands currently represents approximately $1 billion dollars worth of sales throughout A&P U.S.

8. The best selling U.S. corporate items by brand are: Master Choice Maple Bacon, America's Choice Gallon Whole Milk, Healthpride Cotton Swabs (375 count), and Savings Plus White Bread(16 oz).

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