CINCINNATI – The Kroger Co.’s private label business generates approximately $40 billion in sales and is supported by a network of 35 manufacturing sites. By itself, it is one of the largest food companies in North America and management is set on significantly growing the business in the years ahead.
“Our Brands is already one of our most valuable assets,” said Mary Adcock, chief merchant and marketing officer at Kroger, during the company’s Oct. 20 investor day presentation. “Kroger Our Brands is a $40 billion margin-accretive business. Our portfolio reaches across all segments of the American consumer.
“We’re focused on meeting everyone’s needs from the premium customer to the value seeking, capitalizing on our private label architecture. But customers don’t shop an architecture, they buy items. So, we deliver the right product at the right price item by item.”
The company has big plans for each of its private label brands. For example, the retailer’s Private Selection brand generated approximately $2.9 billion in annual sales in 2025, and the company has set a sales target of $5 billion over the next three years.
“Private Selection at the premium end is delivering strong momentum, and we see significant runway ahead as we continue to invest in areas like our Private Selection global flavors,” Adcock said.
Global flavors is an extension of the Private Selection line that features ready-to-eat meals in such flavors as beef bulgogi, Mandarin orange chicken, and gnocchi alla sorrentina.
“Simple Truth is already the largest natural and organic brand in the United States,” Adcock said. “We’re leaning in on continued growth for natural and organics. This brand already reaches 30 million households. Building off that strong foundation, we’re committed to investing in areas like nutrient-rich protein products, where we continue to see customer demand.”
In 2025, Kroger introduced Simple Truth Protein, which featured more than 80 products with added protein. The retailer expanded the line to more than 110 products earlier this year.
Kroger also plans to “significantly expand” its Smart Way value line over the next three years.
“ … This compelling price point allows us to build more of the basket with a budget-conscious consumer,” Adcock said. “And we have plenty of room to grow here. So, we’ll be introducing 1,000 items over the next three years, 8x what we have today.”
Kroger introduced the brand in 2022 by merging 16 legacy Kroger brands into one. The line’s initial launch featured more than 150 products.
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