Kroger Celebrates 25 Years of Private Selection®

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Oct 10, 2025, 10:35 ET

Retailer's Private Selection® brand reaches milestone, celebrates with 4X fuel points offer

CINCINNATI, Oct. 10, 2025 /PRNewswire/ -- The Kroger Co. (NYSE: KR), America's grocer, today shared its beloved $2.9+ billion Private Selection® brand is marking its 25th anniversary, elevating every occasion on customers' tables since 2000.

Retailer’s Private Selection® brand reaches milestone, celebrates with 4X fuel points offer.

"Celebrating 25 years of Private Selection is a testament to the exceptional quality and value this brand delivers for our customers," said Ann Reed, group vice president of Our Brands. "It brings premium flavors and ingredients through thoughtful innovation to every occasion, making everyday moments truly special for our customers. Private Selection products are anything but ordinary."

With more than 3,600 unique items and limited seasonal releases, Private Selection enhances meals with refined ingredients, crafting beverages with modern flair and reinventing snacks with culinary creativity. The brand recently introduced several standout products in 2025 including:

Private Selection Mini Seedless Cucumbers: Crisp and refreshing, these mini cucumbers deliver a big crunch that brightens any snack or salad.
Private Selection Peanut Butter Cups: Bite size indulgences with premium chocolate filled with smooth, creamy peanut butter for a decadent treat.
Private Selection Fire Roasted Poblano Ranch Salad Dressing: This dressing delivers a powerful punch of flavor and features tangy buttermilk and fire roasted poblano chiles. 
Private Selection Premium Skillet Penne Primavera & Chicken: This savory, chef-inspired skillet mix features al dente penne pasta and a medley of vibrant vegetables in a creamy, herb-infused sauce. Pair with grilled chicken to create a restaurant-quality meal at home.
Private Selection Spicy Maple Bourbon Pickles Chips: These spicy pickles feature the ultimate combo of bold heat, rich maple and a splash of bourbon, making for a tasty twist on any charcuterie board.
Private Selection Grab & Go American Sandwich Combo: This grab-and-go option features the savory smokiness of Black Forest ham paired with the sweetness of wildflower honey turkey.

To celebrate the milestone, Kroger is offering customers 4X Fuel Points on all Private Selection purchases. Now through November 4, customers can clip the digital coupon at Kroger.com or in-store with an accessible paper coupon and explore the exceptional flavors and premium ingredients of Private Selection products while saving money at the pump.

In addition to the 4X Fuel Points savings, select Kroger Family of Stores will host Private Selection tasting events from October 11-19, where customers can sample a variety of fan-favorite, layered bar cakes.

From long-time classics to newer standouts, these Private Selection products have captured our associates' hearts as we celebrate the brand's 25 years of elevating every occasion.

At Kroger, customers do not have to choose between a good meal and a good deal. That means customers can get the products they need, want and love for their families with clear savings right at the shelf. In addition to its everyday low prices, Kroger is simplifying promotions and has lowered prices on thousands of items. With Kroger's Fresh & Quality Guarantees, customers never have to compromise high-quality for low prices.

About Kroger
At The Kroger Co. (NYSE: KR), we are dedicated to our Purpose: To Feed the Human Spirit™. We are, across our family of companies more than 400,000 associates who serve over 11 million customers daily through an eCommerce experience and retail food stores under a variety of banner names, serving America through food inspiration and uplift, and creating #ZeroHungerZeroWaste communities. To learn more about us, visit our newsroom and investor relations site. 

SOURCE The Kroger Co.