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Kroger

Kroger Kills Kroger Value & Expands Private Brand Portfolio

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In a move that bucks the current trend in grocers of optimizing and consolidating Private Brand portfolios Cincinnati based grocer Kroger has rolled out three low-priced Private Brands to replace its aging Kroger Value private label.

CEO Rodney McMullen told a crowd of several hundred at Kroger’s annual meeting this past Thursday morning at Music Hall that the retailer has launched the three new brands– Psst, Check This Out and Heritage Farm – on hundreds of products. Heritage Farm replaces the Kroger Value brand name for fresh products now. Psst is used for shelf stable foods, and Check This Out will cover non-food items.

“These brands all are designed to reflect the good quality and excellent value customers expect from Kroger,” McMullen told the audience.

Kroger president Mike Ellis said on a conference call last week after the company reported earnings that the new brands are succeeding.

“The new design calls out to customers with attractive, uplifting packaging, and the response so far has been really terrific,” he said. “The name better reflects the inherent quality of the brand, and we are already seeing positive acceptance from our customers.”

Although the naming of these brands is certainly clever and the design a dramatic improvement from Kroger Value the creation of three brands at this tier seems to unnecessarily fragment the portfolio. This is a move designed to solve merchandising needs not consumer needs.

SOURCE: Cincinnati Business Courier

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Kroger

Kroger\’s Simple Truth Commercials \”Eat better, Think Simple\”

\"SIMPLECincinnati based megagrocer Kroger continues to support it’s lifestyle focused natural and organic private brand “Simple Truth” with several new commercials including “Eat better, Think Simple”.

Kroger continues to raise the bar for marketing support for Simple Truth and put its competitors on notice – they are investing to take share and build a BRAND!

 

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Kroger

Kroger’s $2b Supplier Diversity Focuses On Private Brand

\"KrogerCincinnati based grocer Kroger and Corporate Brands Diverse Supplier Business Interchange was held December 12th in Erlanger, Ohio. The event included more than 40 current and existing vendors who each had a chance to meet with purchasing and manufacturing executives from the retailer.

According to a story from Channel 9 WCPO in Cincinnati “Often times it’s about knowing people, having relationships,” said Denise Thomas, director of corporate supplier diversity at Kroger

One of the newest areas of strategic emphasis is expanding its network of Private Brand suppliers. So, Thomas said Kroger used its most recent Business Interchange event to connect vendors with Private Brand buyers. The event was modeled on the Toyota Opportunity Exchange, which drew 300 people to the Duke Energy Convention Center in November and is credited with producing more than $100 million in new contracts for minority vendors. Thomas likes the event because it allows vendors to develop relationships with buyers.

SOURCE: WCPO

 

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Lowes Foods

Lowe\’s Foods Brings A Private Brand Experience to Life

\"lowesfood_6\"Winston-Salem, North Carolina grocer Lowes Foods has introduced a new concept in Private Brand fresh deli products that includes a full branded “store-within-a-store” experience named the Chicken Kitchen. Branding for The Chicken Kitchen was created by Winston Salem based design agency Wildfire and was design to create a destination for everything chicken. Customers can find a variety of flavors in fried chicken, rotisserie chicken, wings, salads and more.

The branding is a unique, one-of-a-kind, fun and slightly folk art-inspired, meant to grab the attention of kids and parents alike. Custom die lines based upon the chicken character playfully distinguish the packaging, \”breaking the frame\” both physically and visually. Kids boxes were printed with several different variations of jokes and kids’ games on the side, as well as a surprise here or there if you were to take a peek under the box. Ultimately the packaging is one element supporting a unique store environment boasting “chicken you’d cross the road for.”

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Kroger

Simple Truth Gets A Cameo In Nashville

\"Nashville1\"This past week episode the glitzy country music primetime soup Nashville starring Connie Britton as Rayna James the “Queen of Country” music and Hayden Panettiere as the rising star Juliette Barnes featured a guest appearance by a private brand. In scene early in the seventh episode She\’s Got You guitarist Deacon Claybourne played by Charles Esten reaches into his refrigerator to pour a glass of milk from a prominently featured half gallon of Kroger’s Simple Truth natural and organic brand only to discover it is empty. Later in the episode another member of the cast brings him a replacement and Simple Truth gets a little more airtime.

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