Kroger 2007 Annual Report Download - page 26

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Health & wellness and sustainability concerns are leading many of today’s
customers to look for more organic choices on their grocers’ shelves, and
Kroger is responding in a very big way to deliver “organics for everyone”.
In August 2007, we expanded the organic product offering sold under our
exclusive Private Selection® brand. Our stores offer more than 140 Private
Selection Organic™ items ranging from everyday staples like milk, ketchup,
butter and eggs to new items like cereal, salads, and snacks. Every
Private Selection Organic™ product contains at least 95% organic
ingredients and is USDA certified, assuring our customers that these
products are grown and processed without preservatives, artificial colors or
flavors. We continue to add new items to this proprietary product line.
Kroger continues to see ample opportunity to grow the market share of our
exclusive brands in health and beauty care (HBC) categories. Our
successful over-the-counter introductions of banner-brand Cetirizine
(ZYRTEC® equivalent) and Omeprazole (Prilosec® equivalent) are recent
examples. All corporate brand items that we carry in the HBC category are
procured products manufactured for Kroger to meet our product
specifications. These products are held to the same high standards as our
Kroger-manufactured products.
Kroger also carries a variety of general merchandise corporate brands,
lead by “Everyday Living®”. In 2007, we re-launched our Everyday Living®
kitchen gadget offering, which delivers quality products that help our
customers with their kitchen chores. Other important general merchandise
brands include seasonal “Holiday Home®” items, upscale “HD Design®”
products for home, “MotoTech®” products in the automotive category, and
“Office Works®” in the office and school supplies category.
The Kroger Co. Page 26