Kroger grows Ruler Foods discount banner

Kroger (NYSE:KR) is growing the Ruler Foods concept and will add 10 new locations to the 43-store chain in six Midwest states.

Ruler Foods is a value-oriented banner, most closely positioned against Aldi. Shoppers must use a coin-release shopping cart and bring or buy bags at checkout. The assortment is largely private label and product is displayed in shipping containers.

Much attention has been paid to Kroger's efforts to grow formats more focused on fresh foods, organic and healthy options. The Cincinnati-based grocer clearly has a strategic plan to win shoppers at all economic levels.

The Roundy's acquisition adds the upscale Mariano's banner, a shopper favorite in the competitive Chicago market.  

Kroger has made an investment in Lucky's Market —"Organic for the 99 percent" — that along with the format brings an organic private label line that could bolster Kroger's growing Simple Truth store brand.

There's also Main & Vine, which opened earlier this year near Seattle, a test concept to further the company's reach into fresh foods.

While Ruler Foods is best positioned against Aldi, Aldi is strategically positioning itself to serve shoppers seeking healthier options, expanding fresh foods, organic and free-from products.

For more:
- see this Supermarket News article
- see this IGD analysis

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