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Kroger Expands Private Selection Brand Renovation

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June 14, 2011

Private Selection pizzaKroger 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 Private Selection  lasagnabaked 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.

private selection seafood

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.”


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