Kroger Expands Organics with 60-plus Own-Brand Items

CINCINNATI - The Kroger Co. here said it is expanding its offerings of organic foods with more than 60 new items in its store brand Private Selection organic food line. The new products, which will include pasta, waffles, tea, peanut butter, snacks and milk, will hit the stores by the end of September and will be integrated with like products, rather than segregated in an organics section.

"Organics for Everyone" is the marketing tag line for the new program. Kroger reportedly expects to double its Private Selection brand organics by the end of the year.

"This is an easy way for customers who want to try organic foods to do so at their own pace," said Linda Severin, Kroger's v.p./corporate brands, commenting on the program's expansion. "Our customers tell us they are interested in trying more organic foods and this expanded assortment is designed to help them do that during their regular shopping visits with us."

The products in Kroger's bolstered organics program will also carry a U.S.D.A. Organic Certified seal, and offer a guarantee that 95 percent of the ingredients are organic.

The Private Selection organic assortment bolsters the chain's existing offering via its Naturally Preferred line that includes some organic foods, first introduced five years ago. Kroger and its other banners now offer over 300 Naturally Preferred brand items, including baby food, cereal, snacks and soy products.

Kroger operates 2,458 supermarkets and multi-department stores in 31 states under two dozen local banners.
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