Kroger is set to unveil its new premium private label line HemisFares with its ‘Taste of Italy’ promotion, which will be followed by ranges of foodstuffs from countries worldwide, supermarketnews.com reports.
The Italian component of HemisFares includes products such as ragù Bolognese, Sicilian gelato, high-quality balsamic vinegar and olive oil, mozzarella and spinach ravioli, as well as a number of other pastas and pasta sauces. Many of these are imported from Italy, and all of them are “curated” from their Italian regions of origin, the grocer says.
Within its stores, it will promote classic Italian recipes which can be made using Taste of Italy produce.
It hopes to build on the strong grow of its own brand Simple Truth, which has, in the words of its chairman and CEO Rodney McMullen, enjoyed of late “explosive growth”.
“HemisFares is a great example of what makes our corporate brands unique and we think will appeal to millennials, foodies, and ultimately all cuts of our customers,” he added.
“We find customers are increasingly becoming foodies. And it's really trying to figure out how you find great products that will satisfy that foodie experience they want in a way that is actually a very affordable price.”
The private label line will shortly become available in all Kroger-controlled stores in the United States.
Mike Donnelly, Kroger’s executive vice president of merchandising, said Taste of Italy will “introduce our customers to new recipes and authentic flavours they can make at home in their kitchens.
"Italy has perfected the art of bringing the family together around the dinner table, and we want to inspire our customers to recreate the culinary experience of Italy in their own homes."
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
