October 16, 2000

Kroger Launches 'Private Selection' Store Brand Line

by Bryan Salvage

Cincinnati-based The Kroger Co. launched its Private Selection, a brand of premium-quality products, which are now available exclusively at more than 2,300 company-owned stores in 31 states.

About 300 meat, deli, grocery, produce, and seafood items offered under the Private Selection label. Specifically, products include deli meats, soups, frozen entrees, pasta sauces, ice cream, cookies, cheese, preserves and marinades.

One company executive reports that the national rollout ranks as one of the largest brand launches in Kroger's 117-year history.

"The Private Selection brand creates value for our customers by offering a wide variety of high-quality products that are an affordable alternative to the leading premium national brands," said Don McGeorge, Kroger executive vice president.

Although certain Private Selection items have been available in Kroger- owned stores around the country for nearly a year,. McGeorge said the company has now achieved the "critical mass" necessary to ensure the long-term success of the brand. He added that customers can expect to see an even greater variety of Private Selection items in the future as Kroger expands the brand across additional categories.

"Private Selection is our ultimate loyalty program because customers can buy this premium brand only in our stores," McGeorge said.

The national launch is being supported by a new marketing campaign that features the tag line, "Everything Premium (but the price)." The campaign includes 30-second television commercials in some markets, in-store signage programs and product demonstrations. Many stores will be offering consumers an opportunity to sample Private Selection items throughout October, according to the company.

Kroger calls itself the nation's largest retail grocery chain. At the end of the second quarter of fiscal 2000, the company operated 2,338 supermarkets and multi-department stores in 31 states under more than a dozen banners, including Kroger, Fred Meyer, Ralphs, Smith's, King Soopers, Dillon, Fry's, City Market, Food 4 Less and Quality Food Centers. Kroger also operates 789 convenience stores, 397 fine jewelry stores and 42 food processing plants.

This article reprinted with permission from Meat Marketing and Technology Magazine.

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