Kroger Expanded Smart Way Private-Label Brand
CEO Greg Foran announced a plan to scale the house brand to 1,000 products by next year.
Updated on Oct. 7, 2026 in Consumer Goods
Live Poll
Do you prefer buying store-brand products over national name brands to save money?
On September 11, 2026, Kroger unveiled an expansion of its Smart Way private-label brand to attract cost-conscious shoppers. The retailer intends to leverage its house-branded goods to negotiate more competitive pricing from national suppliers.
Why it matters
By increasing its internal production capabilities, Kroger seeks to reduce product prices for consumers facing economic uncertainty. The strategy also positions the company to better control its supply chain and margins against major national competitors.
Kroger generated $39 billion from private-label sales last year out of $148 billion in total annual revenue. The company currently offers 13,000 private-branded items across its 2,700 stores.
The players
Kroger
This American retail company is one of the largest supermarket chains in the United States by revenue.
Greg Foran
He is the current CEO of Kroger and previously led Walmart's U.S. store operations from 2014 to 2019.
The details
Kroger produces 20% of its house brands internally through a network of 33 manufacturing plants, including facilities in Springdale and Lower Price Hill. The retailer recently stopped selling Boar's Head deli products in some locations as it reshapes its inventory offerings.
Timeline
September 11, 2026: CEO Greg Foran announced the Smart Way expansion.
Next year: The Smart Way brand will grow to reach 1,000 total items.
Market Landscape
Kroger's aggressive push into house brands reflects a broader industry movement toward store-controlled inventory. This strategy allows the retailer to consolidate market share by offering lower-priced alternatives to established national brand names.
Shoppers may notice a wider selection of budget-friendly items on store shelves as the Smart Way brand grows. These changes could lead to lower out-of-pocket costs for essential groceries and household staples.
The takeaway
Retailers are increasingly turning to internal manufacturing to protect consumer pricing during times of economic fluctuation. This shift may permanently change the ratio of national brands to house labels found in local supermarkets.
Further reading
For more on shifts in the retail sector, visit our Consumer Goods section.
Source note: This article includes information reported by Cincinnati.
Live Poll
Do you prefer buying store-brand products over national name brands to save money?
