Our local Jewel has rolled out a new private label brand that they've positioned as a bit more upscale called Culinary Circle. They bill it as "chef inspired" and generally, the products are pretty good. As I was in the store this week doing checking out my favorite Home Run Inn frozens, I noticed that Jewel (and their parent Super-Valu has recently extended the Culinary Circle line to frozen pizzas.
They're nicely packaged, merchandised well, and generally look pretty appealing. Being a store-brand, they get a lot of real estate in the freezers. But, things get interesting when you take a closer look at the boxes.
From a few feet away, things look harmless enough, right?
"Man....I bought this pizza the other day and when I opened it up it turned out to be made in a factory. I was so bummed."
"You were? Where'd you buy it?"
"From the frozen food aisle at the Jewel grocery story."
"So...you bought a frozen pizza? What made you think it wasn't going to be anything but a factory-made regular frozen pizza?"
"Dude...they had me fooled! You see, they had this small photo on the front of the box of a pizzamaker spreading the dough. I figured that guy *actually* made *my* pizza."
"Guess you didn't look close enough to see if they put a disclaimer on the box"
Seems the in house Super-Value Grocery legal department sure wanted to make sure they were needed and worked overtime on this one, eh?