Regarding the economy-page article ``Canadian Private Label Looks Upscale, Costs Less,'' April 1:
According to Information Resources Inc. data, our Chips Ahoy! brand had 10 percent of the Chicago market in 1993, versus 3 percent for President's Choice. Also, President's Choice is not cheaper. Our Chunky Chips Ahoy! suggested retail price is less per ounce than President's Choice Decadent Cholcolate Chip (18.7 versus 19.9 cents for President's Choice). Chunky Chips Ahoy! also has more chocolate and is baked with all butter.
Store brands can play an important role in a retailer's overall product mix. However, leading national brands such as Chips Ahoy! still offer the superior quality and value that a vast majority of shoppers demand. Mark L. Gutsche, Parsippany, N.J. Nabisco Foods Group
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