Kroger has created an upmarket imported-food private-label line designed to appeal to gourmets, which will soon appear on the shelves of all Kroger-controlled supermarkets in the US, SupermarketNews.com reports.
Its CEO, Rodney McMullen, says HemisFares, the new product line, is like “a guided tour of the best tastes on Earth”. The announcement of the grocer’s newest private-label venture came with news that it has increased its profit forecast.
McMullen says, “No one else has a brand like this. We find customers are increasingly becoming foodies, and it's really trying to figure out, how do you find great products that will satisfy that foodie experience in a way that is actually a very affordable price? And if you look at the quality of this product, if you would go to a restaurant and eat something of this quality, it would cost four or five times as much as what it costs with us."
© 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.
