A&P is partnering with Zavers, a digital incentive management company, to provide customers of its namesake, Food Emporium, Super Fresh and Waldbaum's supermarkets with a digital coupon program tied to its loyalty card in locations ranging from Connecticut to Maryland.

Just launched, the program already is prominent on banner home pages and provides savings totaling more than $30 on 25 branded items in categories ranging from diapers to frozen food, with the emphasis, in this circumstance, on departments other than the perishables and service ones it has featured in rolling out its fresh store format.

Frozen items offered in the initial launch included Breyers ice cream, Bertolli meals and Aunt Jemima pancakes. On the refrigerated side, the roll out offer was for I Can’t Believe It’s Not Butter Cooking and Baking Sticks.