Price Chopper ‘Pics’ New Name For Store Brand Products

Schenectady-based Price Chopper, in the midst of a $300 million rebranding campaign while it rolls out its new Market 32 stores, has introduced a new house brand of products that it calls Pics.

The Schenectady based supermarket chain has quietly rolled out the Pics brand in stores recently and in TV, radio, newspaper ads and social media posts.

Pics stands for “picks” and items that Price Chopper has “hand picked” for consumers. The company filed to trademark the concept back in October.

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