KROGER DIVISION UPDATES BEEF

LYNNE MILLER

DENVER -- Here in cattle country, King Soopers and City Market stores have rolled out a new line of high-quality, "hand-selected" beef that's sold exclusively at the Colorado-based supermarkets.

Subsidiaries of Cincinnati-based Kroger Co., King Soopers and City Market have replaced all regularly selected beef products with "Cattleman's Collection Beef." The stores rolled out the line May 2, a company source told SN.

While company officials declined to talk to SN about the new items, the chains are pushing it hard. King Soopers and City Market promoted the line in full-color newspaper ads that featured large photos of a freshly grilled burger -- and a "buy one, get one free" ground chuck promotion. Customers who bought a pound of chuck at $2.69 could get a second package of equal or lesser value free.

The retailers claim the beef is consistently tender -- "tender, juicy goodness, any way you slice it" -- and promise customers their money back if they find it's not tender.