Dive Brief:
- Kroger debuted on Monday a line of fresh and frozen meal offerings under its Private Selection brand.
- The more than 20 new meals feature global flavors spanning from frozen entrees to refrigerated deli meals, per the press release.
- As more consumers turn to store brands, Kroger is looking to keep its selection relevant with customers.
Dive Insight:
Last year saw Kroger striving to remain ahead of the curve with its private label launches, with the grocer debuting products tied to social media trends, current health crazes and popular ingredients.
The grocer said its latest private label additions aim to provide “restaurant classics without the restaurant prices,” with offerings including beef bulgogi, ready-to-cook chicken parmesan, gnocchi alla sorrentina, Chinese-inspired Mandarin orange chicken and seasoned whole roasted chicken, according to the press release.
“The meals provide an exceptional value that allows customers to enjoy exciting and flavorful dishes that are high quality and ready in minutes,” Ann Reed, Kroger’s group vice president of Our Brands, said in a statement.
Kroger noted that all the newly launched convenient meals are available in-store, on the grocer’s website and through its third-party e-commerce partners.
Private Selection, which Kroger launched in 2000, carries more than 3,600 items as well as limited seasonal releases.
