Kroger launching fresh foods concept

Kroger, the nation's largest operator of traditional supermarkets, is launching a new smaller banner, Main & Vine, described as a place "Where eating is healthy, affordable and fun!" "You'll find groceries you can feel good about, friendly advice and a whole lot more ... right where you live, work and play," states marketing copy on mainandvineshop.com. The first store in Gig Harbor, WA in the Seattle area will run 27,000-square-feet, according to the company, stocking "big brand staples" along with fresh, organic and local foods. The store will also offer prepared food, a coffee, wine and beer bar, and a dual-level café area. Produce and bulk sections will be located in the center of the store. Kroger already operates a Quality Food Center and Fred Meyer in the Seattle area. Writing for the Cincinnati Business Courier, Steve Watkins said the smaller concept could fit Kroger's plans to open more urban-format stores following its acquisition of Roundy's Inc., which included the Mariano's chain in Chicago. But the concept also builds on Kroger's success in fresh foods. Earlier this year, Kroger announced that its Simple Truth or Simple Truth Organic lines had reached $1 billion within two years, becoming its most successful brand launch ever. In October, HemisFares, a higher-end private brand of premium imported products, was launched. JP Morgan recently predicted that Kroger would surpass Whole Foods as the nation's top seller of organic and natural foods within two years. Main & Vine could also be partly a response to Whole Foods' smaller, friendlier-priced concept, 365, that is due to launch in 2016. "The Pacific Northwest is a hotbed of fantastic artisans and producers, and we know there's strong interest for organic, fresh and unprocessed food, but also for those mainstream items and little indulgences that families both want and need," said Dann Kohl, Main & Vine's store manager, in a statement. "That's where Main & Vine comes in."

• Main & Vine
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