Kroger customers are getting incredibly good news

Timely Kroger shoppers got some good news this week, when the 143-year-old grocer announced a new addition to its Personal Selection brand.

More than 20 new convenience foods, including frozen entrees, refrigerated deli items, and fresh baked chicken, will be rolled out in Kroger stores nationwide this month, the company said in a March 2 statement. The new offerings will “offer the bold flavors of restaurant classics without the restaurant prices.”

“The new Private Selection line brings high quality and convenience without the premium price tag or hours spent in the kitchen,” Ann Reed, our Kroger Group vice president of brands, said in a statement. “Food provides an exceptional value that allows customers to enjoy exciting and delicious meals that are of the highest quality and ready in minutes.”

But the lower price point doesn’t mean customers are compromising on ingredient quality or taste.

“At Kroger, customers don’t have to choose between good food and good deals,” the company said. Highlights from the new range include Korean-inspired beef bulgogi, Chinese-inspired Mandarin chicken, and ready-to-bake chicken Parmesan.

The addition to the Personal Choice line is part of Kroger’s ( KR ) larger strategy to focus on its brands.

During the company’s Q4 2026 earnings call earlier this month, CEO Ronald Sargent told investors that Simple Truth and Personal Choice sales played a big role in Kroger’s revenue growth.

“Our brands had a strong quarter,” said Sargent. “The simple fact that personal choice has once again led to our growth, customers continue to choose these products because they offer high quality at an affordable price.”

Kroger launched its Personal Choice label in 2000. In total, the line has more than 3,600 unique products.

While there have certainly been some flops — earlier this month, the USDA fined Kroger’s Chinese-inspired chicken fried rice thanks to possible glass contamination — there have also been some big successes.

Related: 143-year-old grocery chain closes more locations, dozens more

According to Kroger, top sellers include:

• Personal Choice Croissant Loaf Bread

• Personal Choice Salad Kits

• Personal Choice Amaretto Cherry Cordial Ice Cream

• Personal Choice Cheesecake

Fans of the retailer’s own brands should keep their eyes peeled for more additions over the next few months.

“Innovation is a priority,” Sargent told investors during a March call. The chairman noted that the company is particularly focused on adding items related to health and wellness as consumer demand in these categories increases.

As inflation and tariffs drive food prices higher and higher, consumers are adding more private label items to their carts in an effort to save a dollar or two.

Data collected by the consumer insights firm Enumerators found that 39% of consumers regularly buy private label products to save money.

Perhaps surprisingly, millennials and Gen Xers are the primary generational drivers behind this trend. With less disposable income than their older peers, millennials and Gen Xers account for 32% and 30% of total private label spending, respectively, the counter said.

Related: Coca-Cola Rival, 7UP, Launches Kroger’s Exclusive Soda Flavor

Generations also view private label products as better value than national brands. A full 50% of millennials think private label brands offer the best bang for your buck, and 46% of Gen Xers agree.

In light of these findings, and given the increasing cost implications, “private label has become a key lever for margin growth,” Count said in a blog post.

Some retailers rely more heavily on their private label brands than others. Customers looking for these savings would do well to check out:

• Trader Joe’s: Private label products count 79% Total sales volume

• Aldi: Private label products count 77% Total sales volume

• Sam’s Club: Private label products count 33% Total sales volume

• Costco: Private label products count 32% Total sales volume

• Walmart: Private label products count 26% Total sales volume

• Kroger: Private label products count 25% Total sales volume
  Source: Enumerator

RELATED: 143-year-old supermarket quits key service at dozens of stores

This story was originally published by The Street on March 8, 2026, where it first appeared in the Retail section. Add TheStreet as a Favorite Source by clicking here.