Kroger’s Simple Truth: Private Brand Consolidation

Over the last year months the US’s largest traditional grocer, Cincinnati based Kroger has quietly introduced the redesign of its store name branded Private Brand products (Kroger, Ralph’s etc.) It has redesigned, relaunched and reintroduced its premium tier Private Selections, introduced its beauty line Mirra and it launched its new home essentials basic line Home Sense. In their 2011 first quarter analysts call Rodney McMullen, president and COO spoke about the launch: “A highlight of the quarter was the launch of our new homes essentials brand, Kroger Home Sense, with 200 reformulated or rebranded products… The collection of smart simple solutions helps customers get great results everywhere in their home. You’ll find our new brand in paper towels, facial tissue, paper housewares and more.”

And most recently they have launched: Simple Truth, their new brand that consolidates their Naturally Preferred and Private Selection Organic Private Brands into one modern lifestyle brand. According to this flyer from Kroger owned Northwestern retailer Fred Meyer.

New Name & New Package
Whats the easiest way to enjoy all natural and organic? Keep it Simple. Naturally Preferred and Private Selection Organic are switching to Simple Truth. So now you can look for one name when picking up your favorite all-natural and organic products. It’s just that simple.

The combination of the new launches and redesigns points to a bold Private Brand portfolio move that includes brand consolidation, rationalization (Two Down: Naturally Preferred and Private Selection Organic) and ultimately the creation of brands that are much more than labels. Brands that simplify, engage and differentiate. The potential exists for their Private Brand portfolio to evolve from a tired, dated copycat to a leader in the industry.

What do you Think?

The Mid Tier Private Brand From Kroger Switches Out the Fred Meyer Logo in this Photo


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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.