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Kroger to Expand Store Brands

The Kroger Co., parent of Smith’s Food and Drug Stores, King Soopers and City Market, are buying its corporate brands at a faster rate than national brands, and the grocery giant is working to expand its offerings, reports the New Mexico and Denver business journals.

Corporate-brand sales by Cincinnati-based Kroger represented 27 percent of grocery department sales dollars and 34 percent of grocery department units sold, up from 26 percent a year ago, Kroger President and COO Rodney McMullen said in a call with investors.

Compared to the first quarter, the Kroger brand dollar share and total units each increased 100 basis points.

To further boost its corporate brand sales, Kroger is launching five new flavors of its Big K soda products. The new flavors are apple, pineapple passionfruit, watermelon kiwi, blackberry citrus and mandarin.

Kroger corporate brands also include the Private Selection and Naturally Preferred labels.

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