Kroger Introduces Smart Way to Private Brands Collection

Smart Way serves as an affordable collection of products as inflation continues to hit shoppers at the grocery store.
Zachary Russell
Associate Editor
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Kroger is introducing a new price-point brand to its private label collection.

Smart Way brings together 16 of the grocer’s legacy brands, joining Simple Truth, Private Selection, Home Chef and Heritage Farm among others. Kroger says that consolidating legacy brands will “ensure customers searching for opening price point items will be able to easily find what they are looking for on the shelves.”

Kroger’s recent Q2 results showed that private label is driving growth for the retailer, with private brand sales up 10.2% in the quarter, led by record growth of its namesake Kroger brand and Home Chef brand.

"As our customers face an ongoing inflationary environment, we know they are looking to stretch their dollars further than ever before," said Stuart Aitken, Kroger's SVP and Chief Merchant and Marketing Officer. "Smart Way is an exciting, eye-pleasing product line that will be easy for customers to find. By adding a simplified opening price point brand strategy to Our Brands portfolio, we will further cater to every customer, every time."

Customers can shop approximately 150 Smart Way products on shelves nationwide today, with new items joining the collection this fall. Products available now include staples like dish soap and napkins, canned and jarred vegetables, as well as beverages.

"We are confident Smart Way will have something for everyone," said Juan De Paoli, VP of Our Brands for Kroger. "From canned vegetables and bread to juices and staples, this new product line features the products families need to put an even more affordable meal on their table."