Kmart Introduces 32 Private-Label Beverages

HOFFMAN ESTATES, Ill. -- Kmart here began introducing 32 private-label beverages under the American Fare brand name in select stores Friday. The products include vitamin water, bottled green iced tea, energy drinks, fruit flavored water and a 10-pack of juice pouches. The beverages will be rolled out to all Kmart stores nationwide in April. “From energy drinks, flavored water, vitamin water and teas popular with teens and young adults, to real juice pouches and mini-bottles of fluoridated water for the entire family, there is a full range of new American Fare beverages,” said Tom O‘Boyle, vice president and general merchandising manager, food and consumables for Sears Holdings, in a statement. The new products join private-label flavored sparkling waters and various drinking and spring water products.