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At the Vons/Pavilions in Arcadia you will find price tags on the store shelves that show the old price, the new price and in some cases the new lower Club Price.
"I just went to another store to check out a price and then came here and was pleased. It actually cost less," said shopper Colleen Morelli.
The new price reductions are on a variety of products -- 5,000 items in all. Some of those items include: frozen pizza, salad dressing, cereal and even ice cream.
"You can get up to 30 percent savings on some of the items. In fact, it doesn't stop in one aisle, the sales are throughout the store and it includes perishables," said Vons/Pavilions president Tom Kellar. "We still plan on having our good promotional ads every week as well."
Consumers really like these new lower prices and they certainly came at a good time with the economy the way that it is. Customers can really use a break on their grocery bill.
"This is really good because it really helps everybody. You can get food on the table," said shopper Inge Koppler.
Ralphs, the largest supermarket chain in the L.A. area, also announced big reductions Wednesday. Albertsons and Stater Bros. have already lowered their prices.
Could this be the beginning of a grocery war?
"We are in this for the long-term. This is not just for one month, one week or six months," said Kellar. "You are going to see Vons/Pavilions continue to drop prices and we will pass this on to the consumer."
This is just the kind of news that consumers want to hear.