We’ve Cracked the Code on Kroger’s Brands (And Which Ones Will Save You Money)

Every grocery store sells its own store-brand (or in-house brand) products on the shelves alongside bigger-name brands sold nationwide. Often, the store brands are those that are cheaper and, depending on where you’re shopping, not necessarily the same level of flavor or quality for that lower price. But at Kroger, buying store-brand products is a completely different experience. 

Videos by Sporked

That’s because Kroger doesn’t merely offer shoppers one in-house brand to buy when they’re hoping to save. If you’ve ever been lucky enough to take a close look at what’s available at your local Kroger store, you’ve probably noticed there are quite a few options — including a long list of private label (store brand, basically) picks. And, after years of shopping Kroger ourselves, we’ve cracked the code on which of those many, many in-house options are good buys… and which may not be.

Kroger Has Way More In-House Brands Than You Realize

First things first: You need to know that Kroger-brand products exist, but they aren’t the only store branded items on the shelf. Kroger offers a surprisingly extensive list of in-house or private label brands, and these “Kroger brands” often compete with one another in addition to national brands. 

So, how can you tell what items in-store are Kroger brands and which aren’t? Here’s a breakdown of every private label line sold in Kroger stores:

• The Kroger Label: This is Kroger’s core in-house brand, and it’s a budget-friendly one that offers staple items at lower prices.
• Abound: Kroger’s premium in-house pet food brand, which focuses on higher-quality ingredients and more nutrient-dense options.
• Bakery Fresh Goodness: The fresh in-house bakery goods sold at Kroger.
• Bloom Haus: The fresh in-house flower brand at Kroger.
• Comforts: An in-house baby and toddler essentials line with budget pricing on diapers, snacks, formula, wipes, and more must-haves.
• Home Chef: Kroger’s in-house hot and cold prepared meals and freshly-made food line (think freshly-prepared fried chicken or macaroni salads).
• Luvsome: An in-house pet brand that offers food in addition to medication, toys, and other essentials at mid-level prices.
• Pet Pride: Kroger’s budget pet food line with the lowest prices.
• Simple Truth: Kroger’s in-house brand that features “clean label” foods and simple ingredients.
• Simple Truth Organic: The same line as above, but with a special organic ingredient focus.
• Smart Way: This Kroger in-house line is all about deep discounts, and it’s considered the rock-bottom generic option.
• Murray’s Cheese: A Kroger line of blocks of specialty cheeses.
• Private Selection: The highest-end Kroger brand, which focuses on more “specialty” or unique items. Think of it as the “expensive” one in the family, or the closest to name brands.

Kroger’s In-House Brands Offer Different Price Points (and Value)

As you’d naturally expect based on the breakdown above, each one of Kroger’s many store brands comes with different product categories and pricing. And since each sits within its own price category, some offer more value than others.

If you’re looking at value from a price standpoint alone, certain Kroger store lines are designed to offer essential products at the lowest possible price. Those include the basic Kroger label, Simple Truth, and Comforts. For extra cheap pricing, Kroger’s Smart Way line is hands down the cheapest across the board. You can think of Smart Way as the cheapest your groceries can get.

Private Selection, Murray’s Cheese, and Abound, on the other hand, offer a different experience. While these Kroger brands might be cheaper than, say, the priciest national brands lining store shelves, they’re meant to be a more affordable price but that same level of quality. Think of these lines as offering premium products compared to Kroger, Simple Truth, and Smart Way — but cheaper than your usual Oreos, Rao’s, Kraft, and other well-known names.

Kroger’s Food Brands, Ranked By Value for Your Money

If you’re aiming to balance quality with price and pick up groceries that offer great flavor, quality, and affordability, doing so is a breeze thanks to Kroger’s many different in-house brand choices. But this can make it a bit tricky to figure out what’s simply cheap and what is actually a decent stand-in (or straight-up dupe) for national name brands.

So, here’s a ranking of Kroger’s grocery food brands based on value and our experiences buying, cooking with, and trying them firsthand:

• The Best Quality for the Price: Private Selection
• Middle of the Road: Kroger
• Cheap and No-Frills: Smart Way and Simple Truth

All of Kroger’s other, non-human food brands like the Bakery Fresh Goodness and Home Chef lines are perfectly fine and on par with the Kroger brand itself.

What makes Private Selection the value winner? Well, the quality is seriously good. These grocery picks tend to be high-end and feature gourmet or artisanal flavors, foods, and ingredients. And sometimes, even though they’re a bit cheaper, they can even beat out the expensive national brands in how great they taste. (Pro tip: Frozen items, like the pizzas and ice cream, are especially stellar from Private Selection!)

Simple Truth is pretty stripped down, and so too are Smart Way items. Simple Truth is technically a slight step above since this line offers organic options, while Smart Way does not. But essentially, Simple Truth is just as basic and focused more on cheap pricing over standout quality or flavor.