The Friday Checkout: Kroger’s Budget-Priced Line is the Fastest-Growing Private Brand

In the dynamic world of grocery retail, private label brands are taking center stage. Among them, Kroger’s “The Friday Checkout” stands out as a prime example of success. In this comprehensive blog post, we’ll delve deep into Kroger’s private label strategy, explore the reasons behind the proliferation of private label brands in the grocery industry, clarify the status of SmartWay, and understand the term “private label” and how it relates to products manufactured by other companies but labeled as Kroger brand.

Let’s dive into these topics one by one.

1. Does Kroger have a Private Label?

Kroger, one of the largest and most recognized supermarket chains in the United States, indeed has a private label program. Private label brands, often referred to as “own-label” or “store brand,” are products sold under a retailer’s name. These products are exclusive to the retailer and offer customers an alternative to national brands.

2. Why are Grocery Retailers Creating More Private Label Brands?

Private label brands are on the rise in the grocery industry, and for good reason. Here are some of the primary factors driving the proliferation of private labels:

a. Control Over Quality

Private label brands allow retailers like Kroger to have more control over the quality and specifications of their products. They can tailor products to meet the specific needs and preferences of their customers.

b. Competitive Pricing

Private label products are often priced more competitively than their national brand counterparts. This affordability appeals to cost-conscious consumers, especially in uncertain economic times.

c. Differentiation

In an increasingly crowded marketplace, private labels help grocery retailers stand out. These unique products create a point of differentiation and can attract loyal customers.

d. Increased Margins

Higher margins on private label products can be beneficial for retailers, helping them achieve profitability in a competitive market.

3. Is SmartWay a Kroger Brand?

SmartWay is not a Kroger brand. It is a program developed by the Environmental Protection Agency (EPA) in the United States to reduce greenhouse gas emissions and other air pollutants produced by the freight transportation sector. The SmartWay program works with various partners, including shippers, carriers, and logistics companies, to improve fuel efficiency and environmental performance in the transportation of goods.

4. The Power of Private Label Products

Private label products, also known as store brands or own-label brands, are a powerful retail strategy. These products encompass a wide range of consumer goods, from food and beverages to household items and apparel. They are manufactured by third-party suppliers but branded under the retailer’s name.

Private labels offer several benefits:

  • Price Competitiveness: Private label products are often more affordable, providing budget-conscious consumers with high-quality options.
  • Quality Control: Retailers can maintain strict quality control, ensuring that products meet their standards.
  • Brand Loyalty: Private label products can foster customer loyalty to a specific store.
  • Exclusive Offerings: Retailers can differentiate themselves by offering unique products not found in competing stores.

5. The Growth of The Friday Checkout

Kroger’s private label brand, “The Friday Checkout,” has been making waves in the grocery industry. This budget-priced line has experienced remarkable growth, quickly becoming one of the fastest-growing private brands in the market.

6. What Sets The Friday Checkout Apart?

The Friday Checkout’s success can be attributed to several key factors:

a. Diverse Product Range

The brand offers a wide range of products, from pantry staples to fresh produce, catering to the needs of various customers.

b. Quality Assurance

Kroger maintains stringent quality standards for The Friday Checkout products, ensuring that customers receive reliable, high-quality items.

c. Competitive Pricing

The Friday Checkout’s competitive pricing appeals to budget-conscious shoppers without compromising on product quality.

d. Innovation

Kroger continues to innovate and expand the product line, keeping it fresh and exciting for customers.

7. The Friday Checkout: A Budget-Priced Success Story

The Friday Checkout’s remarkable growth reflects the increasing popularity of private label products in the grocery industry. Its success can be seen as a testament to Kroger’s commitment to delivering quality and affordability to its customers.


In conclusion, Kroger’s private label brand, “The Friday Checkout,” is a shining example of the growing trend of private label products in the grocery industry. These brands offer retailers greater control, differentiation, and profitability. While SmartWay is not a Kroger brand, it plays a vital role in the transportation sector’s sustainability.

Private label products, like The Friday Checkout, are here to stay, offering customers quality and affordability in one package. As grocery retailers continue to invest in private labels, we can expect to see more innovative and budget-friendly options on our shopping shelves.

Kroger’s commitment to “The Friday Checkout” exemplifies the power of private label brands in meeting the evolving needs of today’s consumers. As the grocery industry evolves, private labels will likely play an even more significant role in shaping the shopping experience.

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