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Cincinnati-based supermarket operator The Kroger Co. is rolling out
nationally its Private Selection brand line of premium-quality products that
will now be available at more than 2,300 company-owned stores in 31 states,
the company said in a news release.
Nearly 300 grocery, produce, meat, deli and seafood items will be offered
under the Private Selection label, one of the largest brand launches in the
company'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.
Products are now available under the Private Selection label include:
· Pasta sauces;
· Ice cream;
· Deli meats;
· Soups;
· Frozen entrees;
· Cookies
· Cheese;
· Preserves;
· Marinades.
All items must pass a rigorous taste and performance evaluation before they
can earn the Private Selection label. Only top quality, premium products are
accepted, the company said.
Every Private Selection item carries a satisfaction guarantee. If customers
are not completely satisfied with any item, they can exchange it for their
favorite national brand or receive a full refund.
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 also said 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.
Kroger (is 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 jewelry stores and 42 food-processing plants.
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