Kroger is a National Brand?

Kroger Store Brand Ice Cream

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.

Read the entire article.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.