Kroger Becomes Poster Child for Private Label Produce, Say Analysts

August 22, 2011
/ Print / Reprints /
/ Text Size+

Kroger is getting high marks  for its new line of private label salads, Fresh Selections. Other retailers may soon find themselves scrambling to copy the new features Kroger has in its line, analysts say.


“Kroger has clearly defined a product with a value that, based on the information, goes beyond its national brand competitors,” says Jim Wisner, president of Wisner Marketing Group, Libertyville, Ill.


The Cincinnati-based retailer Monday introduced its Fresh Selections private label salads. The line comes in a variety of packages, including bags, clam shells, single-serve and salad kits.


The retailer also  launched its Quality You Can Trace program which allows customers to access online information about the salads they purchase, including harvest date, packing information and safety status.


“The company has the potential to legitimately create destination demand for products and I think they will serve as the poster boys for other retailers looking to expand into produce,” Wisner predicts.


“Increasing the percentage of private label pre-packaged salads takes advantage of two trends. First, the movement to pre-mixed packaged vegetables and salads and second the desire to know where the product was actually made. I think other retailers will follow suit.  But it doesn’t really work for a single item. But adding the label and traceability to pre-mixed products is a really clever idea,” says Paula Rosenblum, managing partner at Miami-based  Retail Systems Research (RSR Research).


Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.



Image Galleries

November 2014 New Food Products

This month's new food products are Flours, crepes, lollipops, several candy items, pancakes, dip, fish, raisins, pizza, almond milk, peanut butter, and a breakfast bowl.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB November 2014 cover

November 2014

The November 2014 issue of Private Label Buyer - its last issue - includes articles about the retailer as manufacturer and OTC/healthcare items, as well as category insights on pizza and household goods. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px

PLB Marketplace