Kroger Relaunches Its Private Selection Brand

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 cream The 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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Keywords: private label food, private label ice cream

Comments (13) - Post a Comment

love the new look and the icream , can you make pitacho icream? thank you Nancy

Nancy Sanchez at 6:51pm EDT - July 15, 2011

Private Selection ice cream is the best, no matter what flavor i getit tastes so good, it has them all beat. Thanks

Donna Terry at 12:26pm EDT - September 11, 2011

I am very disapointed that private selection has diminished most of the flavors in the past month,i had many flavors that i bought weekly,and now they are no more,thats insane i would love to hear why this has happned

ken henry at 2:38am EDT - September 17, 2011

I do not see a place to comment about ham, so I am putting it here. We purchased a 14 pound half Spiral Sliced Private Selection ham last week. I planned to serve it to guests the day before Thanksgiving. It had absolutely no flavor. I might as well put the glaze on a piece of cardboard. It would have tasted as good. Thank goodness we had elk steak in the freezer and I had time to prepare it. When I called the phone line, your representative told me to take it back to the store. I am 84 years old, on oxygen and can not see well enough to drive. My 88 year old husband has macular degeneration and walks with a cane. He has enough vision that he can drive a scooter. It's top speed is five miles an hour. We live one and one half miles from the store. We live in Colorado and it is winter here. We will never again buy Private Selection anything. We would change grocery stores, but City Market is the only place to buy groceries in Fruita.

Jo Booker at 7:06pm EST - November 27, 2011

I bought a private selection hickory smoked ham spiral sliced bone in from Kroger and it was delicious and all the guest thought it was the best ham yet Keep up the good processing of ypur hams.

John Luck at 8:24am EST - January 3, 2012

How does someone get into these #@$%% ice cream containers?We have busted 2 knives trying to cut into these armored containers. May be they don't want us to get to the icecream.They must be selling a special tool to use to get into these armored containers. Hope that our troops have the same protection when they are fighting the wogs!! This is our last buy because we can't get to the inside.

al haun at 1:02am EST - January 5, 2012

I have never bought a half gallon of ice cream that was so difficult to open! Never going to buy this again. I had to cut it open with a knife and scissors from the bottom. 'Pull tab to open'? What a joke!

scott adams at 8:06pm EST - February 12, 2012

I absolutely love all Private Selection products. I love the new look and flavors of the ice cream. Not sure why its so hard for some to get into the ice cream containers. I never have any problem with it. Please keep up the great work. I hope new innovative flavors are going to be introduced.

Danielle at 12:48pm EST - February 18, 2012

Trying to help those of you with difficulties opening the ice cream...very simple.. but you need to be a bit sensitive.. no dynamite required. On the top of the lid (oval-shaped) feel around the rim, you will feel a tab, push that downward, it will snap off.. that is the idea.. snap that little tab off.. then wit hthe space that the tab removed leaves, you can very easily snap the container open and closed, and once you get the hang of it, it truly keeps the ice cream much more fresh, the best sealer, and also it is appreciated that very little of the ice cream sticks to the lid. Two of my favorite flavors are the Amaretto Cherry cordial - with large Northern cherries soaked in amaretto, then wonderful vanilla ice cream swirled with cherry cordial cream, then tiny flecks of wonderful dark chocolate -- this is awesome.. and secondly Southern Pecan, huge pecan halves in rich buttery ice cream...simple

sensor at 10:52pm EST - February 22, 2012

Amaretto Cherry cordial is the BEST icecream I have EVER had! My fiance "hates" cherry icecream. I have always gotten Cherry Garcia by Ben and Jerry's and I used to try to spoon feed him it and he always complained it was not good. I got the Private Selection Amaretto Cherry Cordial and was blown away by the amazing flavor and overloaded cherries and dark chocolate... again I attempted to get my fiance to try it and he did. At first he was like "not for me, eww" and the next day I caught him eating a cone!!! Now it is one pf his favorite ice creams and we have 2 containers in the fridge!!!!! Thank you and keep it up!!!

Dana at 10:04pm EST - March 3, 2012

I am ADDICTED!!!! I bought ice cream to go with my son's birthday cake and decided to grab some for myself.... WOW!!! There were SOOOOO MANY FLAVORS, it was EXTREMELY HARD to choose!!! After careful consideration, (and a PROMISE TO MYSELF TO TRY OTHER THE OTHER FLAVORS SOON) I chose ENGLISH TOFFEE CARAMEL!!!!!!! Wowzers!!!! I AM HOOKED!!! When I notice that I'm running low, I make a run to the grocery store to pick up my ETC!!! I buy COOKIES N CREAM for my kids and another brand for my husband (ONLY BECAUSE PRIVATE SELECTION DOES NOT HAVE "BLACK WALNUT" flavor. I LOVE MY ICE CREAM!!!! Thanks, PRIVATE SELECTION!!!

Cassandra at 9:45pm EDT - May 4, 2012

Private selection ice cream is delicious. Containers are not easy to open and I got cut on the sharp plastic that broke off. Not sure I will buy it until opening is easier even though tastes like homemade ice cream.

Linda T. Anglin at 3:46pm EDT - May 7, 2012

I just gave my uncle a can of your shelled pistachios and he sprinkled them on a salad. One had not been shelled and he called to tell me he had chipped a tooth when he ate the salad. He wasn't too happy as you can imagine. Your company should be more careful and make sure all the nuts have been shelled. I'm kind of embarrassed and sure wish it hadn't happened.Barbara

Barbara Arsenault at 8:40pm EDT - May 16, 2012

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