Price Chopper takes savings to the 'xtreme'

SCHENECTADY, N.Y. — Price Chopper is calling out products that tout value through a new display concept.

The company said its Xtreme Values concept will showcase deeply discounted items in specially merchandised areas of Price Chopper stores. The concept will feature Price Chopper's private-label brand, Clear Value, along with "an ever-changing assortment of opportunity buys, limited-edition products, lesser-known brands, truckload sales and closeouts, as well as not-seen-before deals on corporate and national brand products."

Xtreme Value sections launched in Connecticut earlier this month in five stores located in Southington, Bristol, Vernon, Newington and Windsor. At this time, Price Chopper said, there are no plans to expand Xtreme Values to the chain's other 123 locations in the Northeast.

"Xtreme Values brings the fun and excitement of a treasure hunt to the Price Chopper shopping experience," Price Chopper CEO Jerry Golub said. "Connecticut customers have proven that they recognize the outstanding quality of our fresh foods, as well as the value offered by our AdvantEdge card discounts, double coupons, corporate brand products, digital coupons and Fuel AdvantEdge promotion. Xtreme Values gives them one more compelling reason to shop at Price Chopper."