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    Kroger Launches Brand of Premium Natural and Organic Products

    CINCINNATI - The Kroger Co., known for its efforts in merchandising organics, on Monday announced the official national launch of Naturally Preferred, its own brand of premium-quality natural and organic products now available to all of the company's nearly 2,500 stores.

    CINCINNATI - The Kroger Co., known for its efforts in merchandising organics, on Monday announced the official national launch of Naturally Preferred, its own brand of premium-quality natural and organic products now available to all of the company's nearly 2,500 stores.

    With approximately 140 items offered under the Naturally Preferred label, the national rollout ranks as one of the larger brand launches in Kroger's 120-year history.

    "Our 'Naturally Preferred' brand creates value for our customers by offering a wide variety of high-quality natural and organic products that are an affordable alternative to more expensive national brands," said Don McGeorge, Kroger executive vice president.

    Products under the Naturally Preferred label include baby food, pastas, cereal, snacks, milk and soy items. All items must pass a rigorous taste and performance evaluation before they can earn the Naturally Preferred label, according to Kroger, and each item carries a satisfaction guarantee.

    Although certain Naturally Preferred items have been available in Kroger-owned stores around the country for more than a year, McGeorge said Kroger has now achieved the "critical mass" necessary to ensure the long-term success of the brand. He also said customers can expect to see an even greater variety of Naturally Preferred items in the future as Kroger expands the brand across additional categories.

    "Naturally Preferred is our ultimate loyalty program because customers can buy this premium brand only in our stores," McGeorge said.

    The national launch is being supported by a new marketing campaign that features the tag line, "Health Conscious, Earth Conscious." The campaign includes newspaper ads in some markets, in-store signage programs and product demonstrations. Many stores will be offering consumers an opportunity to sample Naturally Preferred items.

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