Kroger Dramatically Grows Private Brand

Cincinnati-based grocer Kroger announced yesterday the expansion of its private brand product lines. In the past 18 months, the company has introduced 1,000 new food and household items. The retailer currently offers more than 30,000 private brand items, including food, beauty, personal care, pet and household essentials, many of which are made at one of the company’s 38 U.S. production plants.

According to Gil Phipps, Kroger’s vice president of Our Brands the retailer private brand products “sold a record-setting 8.2 billion units in 2016, which equates to customers choosing to add 1.25 million of our exclusive products to their shopping carts every hour that our stores are open. Through innovation, we are committed to introducing new items monthly that give our customers a wide selection of choices and price points, and always guaranteed quality.”

New flavor-forward and specialty private label products that Kroger has introduced this year include:; HemisFares Double Brewed Soy Sauce; Kroger Simply Baked French Fries with Olive Oil & Sea Salt;  Kroger Deluxe Funnel Cake Ice Cream;; Simple Truth Dairy-Free Paletas (fruit bars); Simple Truth Organic Blueberry Ginger Kombucha; and Simple Truth Organic Cold Brew Coffee.

Launching early next month, Kroger will introduce Simple Truth Low Cow Lite Ice Cream, which is low calorie (240-280 calories per pint) and high protein (24 grams per pint). The first six rich and creamy flavors will include birthday cake, chocolate, lemon cake, mint chocolate chip, sea salt caramel and vanilla bean.

As part of its commitment to expand its private brand offerings, Kroger recently launched its Prep+Pared meal kits pilot in select Cincinnati stores. Prep+Pared meal kits offer restaurant-quality meals that are easy to cook in about 20 minutes and answer the question, “What’s for dinner?”



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Christopher Durham
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.