Giant Food will lower prices on thousands of fresh food and grocery items as part of a new business strategy and branding effort, the Landover-based chain said today.

The price cuts, part of a strategy to become more competitive on price, quality and service, come on the heels of previous price reductions put in place last fall, the grocer said.

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"For 79 years, Giant has put customers at the heart of our business and that is why we are rededicated to helping our customers save money, save time and eat well," Gordon Reid, Giant Food's president, said in the company's announcement.

The Baltimore area's largest grocer, which runs 168 supermarkets in Maryland, Virginia, Delaware and Washington, will highlight the lower-priced items in its weekly circular and also in stores with new "Low Everyday Price" signage. Blue shelf tags will compare the old and new price.

Here are some examples: bananas for 49 cents a pound, salad mix for $1.49 and a variety of Crest toothpase for $3.99.

The new branding effort will use the tagline, "My Giant helps me save money, save time, and eat well."

Giant also said it is continuing to expand its selection of more than 800 Nature's Promise products, such as artisan breads and healthy snacks.

lorraine.mirabella@baltsun.com

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