US: Kroger consolidates private-label lines

By Michelle Russell | 14 September 2012

Kroger has consolidated its Naturally Preferred and Private Selection private label brand into one

Kroger has consolidated its Naturally Preferred and Private Selection private label brand into one

US retailer Kroger has consolidated its Naturally Preferred and Private Selection private- label ranges into one.

The two labels will now feature under one banner, named Simple Truth.

In a message on the retailer's website, the company said: "Naturally Preferred and Private Selection Organic are switching to Simple Truth. So now you can look for one name."

Packaging for the brand comprises a green circle highlighting the name. The website also lists ingredients not contained in the product line.

Officials at Kroger could not be reached for further comment.

Earlier this month, Kroger raised its full-year earnings guidance after booking an increase in first-half profits.

Sectors: Private label, Retail

Companies: Kroger

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