Still the case in Kroger's in the US - there's a few home brands: Private Selection (higher-end) Simple Truth (organic and "natural" products) Kroger (main home

Still the case in Kroger's in the US - there's a few home brands: Private Selection (higher-end) Simple Truth (organic and "natural" products) Kroger (main home brand) Pssst (discount/low-end brand)