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 CINCINNATI (AP) - The nation's largest traditional grocer is expanding organic food offerings and targeting a broader range of customers for the fast-growing segment.
The new push by Kroger Co., which was launched Wednesday, features its own brand of organic foods, from pasta to peanut butter, and displays them throughout the store, outside their usual home in natural foods sections. Starting with 65 items, Kroger expects to double its Private Selection brand organics by the end of the year.
Linda Severin, vice president for corporate brands, said marketing under the slogan "Organics for Everyone" will appeal to consumers who don't focus their shopping on organic foods but are interested in trying them. The private brand line generally will be priced lower than other organics Kroger sells.
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