The grocery giant has revamped several of its private-label products, including the Home Chef fried chicken and Private Selection cinnamon rolls.
Key Highlights: Kroger announced on Monday that it has revamped various deli and bakery items under its store brands. Among the updated offerings are Home Chef fried chicken and cinnamon rolls under the Private Selection label, along with crumb cake. Kroger’s enhancements are aimed at elevating already beloved products, reflecting the retailer’s ongoing commitment to improving customer favorites in its deli and bakery sections.
In-Depth Look: Kroger’s decision to reformulate comes at a time when many grocers are focused on strengthening their private-label brands, which often generate higher profit margins and appeal to budget-conscious shoppers.
For instance, the Home Chef fried chicken now boasts a double-breaded coating and is hand-dipped in a mix of 18 different spices, with new packaging designed to keep it crispy for longer. Additionally, the Private Selection Signature buttercream cakes are now made with real buttercream.
Kroger has also introduced freshly baked French baguettes, priced at $1.49 per loaf, which are made daily in-store without any preservatives or chemicals, as part of the Private Selection line. The brand is also planning to launch reformulated croissants soon.
Kroger evaluated aspects such as flavor, freshness, and packaging during the reformulation process, according to Dan De La Rosa, Kroger’s group vice president of fresh merchandising.
Kroger’s store brands have long been customer favorites because they offer high-quality, affordable options that can serve as the centerpiece of a meal, or as the perfect side or dessert for a weeknight dinner, family breakfast, or gameday spread,” De La Rosa stated.
Shoppers can find the new items in the deli and bakery sections at Kroger’s various banners.
In its announcement, Kroger also highlighted several ways for customers to save money, including digital ads, the Boost by Kroger Plus delivery membership, and its store card with Mastercard. This focus on savings comes at a time when many consumers are keeping a close eye on their grocery spending.
Private-label products, in particular, are resonating with shoppers. According to a report by FMI – The Food Industry Association released last fall, 54% of surveyed consumers said they plan to purchase more store brands in the future, compared to 26% who expressed the same preference for name brands.