Rival Chocolate Chip Cookie `Choice'

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

Your letters are welcome. For publication they must be signed and include your address and telephone number. Only a selection can be published, and none acknowledged. Letters should be addressed to ``Readers Write,'' and can be sent by Internet E-mail (200 word maximum) to OPED@RACHEL.CSPS.COM, by fax to 617-450-2317, or by mail to One Norway St., Boston, MA 02115

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