Kroger Expands Private Selection Brand Renovation

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

June 14, 2011

Kroger is expanding the renovation and relaunch of its premium Private Selection brand, which began last fall with the ice cream category.

The Cincinnati-based grocer recently reintroduced frozen pizza and lasagna and artisan bread, as well as fresh meats and seafood. In addition to packaging and brand re-imaging and positioning, the grocer plans to introduce hundreds of new recipes, according to a promotional brochure.

New Private Selection Pizzas are made with an oval-shaped crust baked in an Italian marble oven, creating “a thin and flaky base for its authentic ingredients.” The new Private Selection Frozen Lasagnas feature pasta and sauces “made from scratch for an authentic taste.”

Kroger also introduced a new line of 29 specially selected cuts of meat including lamb and veal offerings “raised fresh on American farms.” New premium seafood offerings “highlight traditional catching techniques in tropical waters all over the world” and iclude rock lobster, mussels and crab claws.

On its packaging, Kroger states that “the Private Selection journey rewards your sense of good taste. Inspired by food artisans and crafted with authentic ingredients and tantalizing recipes, each Private Selection offering is sure to feed your passion for gourmet foods.”

Read These Related Articles:

• Walgreen Rolls out More Delish Upscale Private Label Chainwide
• Kmart Launches Smart Sense
• Sourcing Authentic Italian Private Label is Getting Easier
• Kmart's CMO is High on Private Label and Social Media
• More than 600 New Private Label Products at Kroger This Year

Most Read

Guest Columns

Grocery Aisle Innovation Key to Retailer and Consumer Cost Savings

Retailers are redesigning the aisle, appealing to environmentally friendly consumers and capitalizing on market trends to make their private label brands more competitive.

Source: Tetra Pak Inc.

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

See All Guest Columns »

Press Releases