In this article from the AP, journalist Dan Sewell takes a closer look at Kroger Private Brands and their manufacturing capacity. According to the article Kroger, “— has the biggest self-owned manufacturing operation with 40 factories, followed by Safeway Inc., which has 32.” As both Kroger and Safeway continue to invest in their brands, the rather fuzzy difference between national brands and Private Brands becomes increasingly inconsequential. They manufacture they products, they brand the products, they advertise the products and they sell the products. Maybe they are the National Brand
Grocer Kroger cranks up food manufacturing
Ice cream swooshes out of metal nozzles and swirls into 38,000 “party pails” per day here, one of many ways Kroger Co. is using its massive manufacturing capability to feed growing demand for low-priced store brands.
Kroger is selling 15 percent more in-house products by volume this year, including these four-quart tubs of ice cream, which cost as little as $2.99 each at Kroger grocery chains like Ralphs and Fry’s. National-brand ice creams go for at least four times as much, a contrast that bargain-hunters like Briana Carter, 30, of Tipton, Ind., appreciate.