Kroger Appeals to Mainstream Consumers With Organic Expansion

CINCINNATI — Sixty additional organic store-brand items will begin hitting Kroger’s shelves this month, the retailer announced yesterday. Organic pasta, tea, waffles, peanut butter, snacks and milk are among the items planned for Kroger’s Private Selections organic line, which is designed to appeal to mainstream consumers. Sold under the slogan “Organics for Everyone,” Private Selections items will be priced below products sold under Kroger’s three year-old Naturally Preferred natural and organic store brand, according to one published report. Unlike Naturally Preferred items, which are segregated in the Nature’s Market areas at certain locations, Kroger will merchandise its Private Selections items beside their conventional counterparts. “This is an easy way for customers who want to try organic foods to do so at their own pace,” said Linda Severin, vice president of corporate brands at Kroger, in a statement. “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.”

Read More of Today's Headlines