Smart Way from Kroger is the fastest-growing U.S. private label brand, increasing +135% in unit sales in the year ending June 30, 2024, vs. the same period the prior year, according to the Private Label Trends Tracker by Numerator.
The budget-friendly brand got its start in 2022 when Kroger consolidated 16 legacy brands into a single opening price point brand. At the time of its launch, Kroger said the line would help make mealtime more affordable for shoppers in inflationary times.
The line currently spans hundreds of products, including canned vegetables, spices, bagged tea, bread, juice, frozen pizza, non-dairy creamer and bagels.
Smart Way nonfoods include nail polish remover, food storage bags and containers, dish soap and disposable plates. Select health and wellness products, including mucus relief tablets, are also available.
Kroger recently promoted Smart Way selections that cost less than $3. Among the Smart Way condiments, canned and dry goods that cost just 99 cents: green beans, peas, corn, sliced pineapple, chunk light tuna, and macaroni and cheese.
For about $1.50, there’s a variety of Smart Way spices and seasonings, including garlic powder, ground cinnamon and Italian seasoning. And some refrigerated and frozen items cost as low as $2.29: including 10.5-ounce pepperoni pizza.