ATLANTA -- Kroger Co.'s Atlanta division believes its private-label products are as good as any national brand's, and is making consumers an unusual offer to prove it. The chain has instituted a private satisfaction guarantee program, called the "Kroger Brand Promise," which urges consumers to try Kroger's private-label products; if they don't like a product, they can get the comparable national brand for free. The campaign began in March and is being promoted through half-page ads in ...

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