Kroger launches international private brand

Kroger (NYSE:KR) launched a new international-themed brand of foods. Known as HemisFares, the initial line will encompass 27 items, all authentic Italian products that range from Sicilian gelato to balsamic vinegar.

Kroger will add additional products to the line over the next year, reported Products will be important from Spain, Japan and other to-be-named sources.

Kroger is pitching HemisFares as a global tour of the best tastes in the world. The chain has a dedicated team scouting food items from different parts of the world.

"Imagine landing in Italy and getting an in-depth, guided tour from village to village, experiencing the single best example of the most beloved foods from each region," Gil Phipps, Kroger's VP of corporate brands told "Our goal with HemisFares is to bring only the best food finds to our customers."

The products will also contain numbers on the packaging to direct customers to similar products in the HemisFares line.

The supermarket's private brands have played a big role in the company's recent success. As of March, Kroger has reported 45 consecutive quarters of growth.

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