Wegmans Food Markets announced another price freeze — this one on more than 50 products families buy most during the winter months. Prices for these products will remain in effect through April 6. Even if costs go up for these products, Wegmans said it will not increase the retail price during this period.

The list is made up almost exclusively of Wegmans own private label products, Wegmans said, because the company can be more aggressive in pricing its own brand. One exception is Clif Bars (2.4 oz., 12-pack for $9.99).

“Our seasonal list has been our way of helping families find value and plan meals on a budget. Employees and customers stop me in our stores to say how helpful it’s been,” said Colleen Wegman, president of the Rochester, N.Y.-based retail chain. “They especially like that the list is not random, but is made up of products they need to buy every week.”

Wegman calls the company’s approach to price simple.

“We keep our prices consistently low every day on the items families buy most,” she says. “We believe that our customers should not be forced to buy what’s on ‘sale’ this week. Instead, they should be able to buy what they want, when they want it.”

The list includes selections in the meat, seafood, produce, grocery, dairy, bakery, frozen foods and deli departments, the company noted. The seasonality is reflected in many departments, including produce with the addition of various citrus items (Clementine tangerines, navel and Mineola oranges). Wegmans peanut butter is still on the list, but with a new lower price, reduced from $1.99 to $1.69, the result of good peanut crop last year.

Wegmans also announced that it has extended, through the end of 2013, free prescriptions (up to a 90-day supply) for Atorvastatin. The program went into effect on Aug. 26, and originally was planned to end on April 27.