Kroger and Albertsons, two major supermarket operators, have recently expanded their private label offerings with a variety of new products designed to meet consumer demand and enhance brand loyalty.
Kroger, based in Cincinnati, has added five new items across its Private Selection, Simple Truth, and Kroger labels. The premium Private Selection line now includes a range of four muffin flavours and six salad kits. In addition, the Kroger brand has launched Kettle Style Tortilla Chips in traditional and Hatch chile flavours, as well as Restaurant Style Italian Dressing made with Romano cheese. Simple Truth Organic has also introduced Instant Mushroom Tea in black and chai blends, following its successful Mushroom Instant Coffee.
Kroger’s private label business spans over 13,000 products, contributing $30 billion annually to the company’s sales. The retailer continues innovating, launching over 900 private label products in fiscal 2024 alone, including 370 fresh items.
Albertsons, headquartered in Boise, is also capitalising on consumer trends by releasing over 20 new products this spring, all featuring lemon as a key ingredient. The retailer has added new items under its Signature Select, Overjoyed, and Soleil labels, including lemon-flavoured snacks, sparkling waters, and desserts. Notably, the Overjoyed label launched in September 2024 has introduced lemon wafer rolls, yogurt pretzels, and ice cream sandwiches.
Albertsons’ private label portfolio is now a $16.5 billion business, with over 14,000 products. The retailer continues introducing fresh and seasonal items, launching 82 new private-brand products in fiscal 2024’s third quarter.
Both retailers have underscored the importance of private labels in driving customer engagement, offering unique products that help differentiate their stores from competitors. With growing private label offerings, Kroger and Albertsons are solidifying their positions in the competitive retail landscape while enhancing customer loyalty through innovation and value-driven products.