Dive Brief:
- Kroger has launched three new private labels covering the lower price points in the store, as the supermarket looks to build sales.
- The new brands -- Psst, Heritage Farm, and Check This Out -- have already begun appearing throughout the retail giant's stores.
- Each of the new brands replaces an existing one. Heritage Farm, for example, is the new name for Kroger's in-house fresh meats and packaged vegetables formerly sold under the Kroger Value name.
Dive Insight:
Few companies have had as much success with private labels as Kroger has.
The supermarket giant generated roughly one-quarter of its revenue in the most recent quarter from store brands. Kroger's "Simple Truth" brand is expected to hit $1 billion in sales this year.
Given a history like that, it seems likely shoppers will be buying quite a bit of Check This Out, Psst, and Heritage Farm products.