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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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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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Kroger

Kroger Goes All In With Private Selection

\"KrogerCincinnati based grocer Kroger is continuing to set the standard for Private Brand marketing – this week with a fully integrated campaign for their premium tier private label Private Selection that includes: instore marketing, web, social media, two pages in their print flyer and a sweepstakes.\"Kroger \"Kroger

The flyer invites customers to “Feed Passion For Great Taste” and includes a offer for customers to “Save $4 instantly When You Buy Any 4 Private Selections Items” as well as “Save $1 per Package on any Private Selection Deli Meat, Cheese, Fresh Meat or Seafood when purchased with any other 3 Private Selection items throughout the store”\"Kroger

 

https://www.facebook.com/Kroger#

\"KrogerThe Culinary Creations Sweepstakes invites customers to get new recipes and a chance to win a new way to make them with a Viking Range, a Culinary Arts Cookware set and a WÜSTHOF Knife set. Consumers may enter once a day during each of the 8 weeks the contest runs to increase their chances to win, and discover three exciting new recipes from professional chefs each week that feature Private Selection products.

Winners receive: Viking Range, a Culinary Arts Cookware set, a WÜSTHOF Knife set and a $1,000 Kroger Family of Stores gift card to one lucky winner. Enter once a day until November 14, 2013, to increase your chances of winning.\"Kroger

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