Kroger Introduces 'Disney's Old Yeller' Chunk Style Dog Food Inspired by the Movie Classic, New Brand Debuts in 2,500+ Stores in 32 States



    CINCINNATI, April 21 /PRNewswire-FirstCall/ -- Inspired by one of the most
 beloved movie classics of all time, The Kroger Co. (NYSE:   KR) today introduced
 Disney's Old Yeller, a chunk style dog food now available at more than 2,500
 stores around the country.
     Disney's Old Yeller is a 100% complete and balanced product for dogs of
 all sizes.  It is available in 50 lb. bags priced at $9.99-$11.99, depending
 on the geographic market.  Two additional bag sizes will be introduced in
 June.  Kroger plans to support the brand with an aggressive advertising and
 marketing campaign.
     Released in 1957, Walt Disney's Old Yeller was the quintessential tale of
 a boy's love for his dog.  Set amid the landscape of 1860s Texas, a young boy
 named Travis wants nothing to do with the lop-eared stray.  But Old Yeller
 quickly proves himself a loyal friend, protecting the family and saving
 Travis' life.  They soon become inseparable pals, sharing joyous experiences
 and learning valuable lessons about growing up.
     "The movie is a timeless classic that transcends generations, and we
 believe this brand will appeal not only to original fans, but to the millions
 of Americans who share the same kind of special bond with their beloved dogs,"
 said Barry Vance, Kroger senior corporate category manager.
     "Bringing Disney's Old Yeller brand to a trusted retailer like Kroger was
 a natural fit," said Christopher King, category director, Disney Consumer
 Products FMCG.  "Disney's Old Yeller dog food is for those dogs that are part
 of the family."
     There are an estimated 61 million dogs in the U.S., with 39% of all homes
 owning at least one dog.  Americans spend an estimated $7.4 billion annually
 to feed their dogs.
     Headquartered in Cincinnati, Ohio, Kroger is one of the nation's largest
 retail grocery chains.  At the end of fiscal 2004, the Company operated
 (either directly or through its subsidiaries) 2,532 supermarkets and multi-
 department stores in 32 states under two dozen banners including Kroger,
 Ralphs, Fred Meyer, Food 4 Less, King Soopers, Smith's, Fry's, Fry's
 Marketplace, Dillons, QFC and City Market.  Kroger also operated (either
 directly or through subsidiaries, franchise agreements, or operating
 agreements) 795 convenience stores, 436 fine jewelry stores, 536 supermarket
 fuel centers and 42 food processing plants.  For more information about
 Kroger, please visit our web site at www.kroger.com .
 
 

SOURCE The Kroger Co.

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