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Kroger Relaunches Its Private Selection Brand

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October 26, 2010

Beginning with the premium ice cream category, Kroger unveiled its new Private Selection packaging design and brand positioning, targeting upscale consumers and food enthusiasts.

Private Selection ice creamThe new ice cream product and packaging was reintroduced in mid-October, with other Private Selection categories to come shortly. The grocer has “refined, refreshed and reimagined” its Private Selection store brand with “hundreds of new recipes,” according to a promotional brochure.

To boost trial of the new ice cream, Kroger included two coupons in the brochure for consumers to try for free -- a 48-ounce Private Selection Ice Cream and 16-ounce Private Selection Reserve Ice Cream.

“Discover the delightful, delicious changes we’ve made to Private Selection Ice Cream,” which was reformulated “to be noticeably richer and creamier,” Kroger wrote. The difference between the regular premium ice cream and reserve is “authentic ingredients and unique flavors,” including Black Forest Amaretto Torte.

In addition to upgraded product formulation, the ice cream features new plastic tub and lid packaging that more clearly shows the product has not been tampered with.

Other categories including frozen vegetables, other refrigerated cold and frozen desserts as well as specialty grocery item will be unveiled soon as Kroger continues to take “premium tastes to the next level.”

SBD Views: The combination of ongoing store brand innovation like Kroger’s relaunch of Private Selection and the documented decline in innovation by CPG’s (see "Dearth of CPG Innovation Helps Fuel Private Label Growth")  is the greatest indicator that store brands share will continue to climb. I’ll go out on a limb and say that with the amount of store brands innovation in the pipeline planned by retailers that I’ve spoken to, the potential exists for store brands share gains to actually accelerate in 2011.


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