The Kroger Co. announced Smart Way, a new opening price point Brands product line. This line brings together 16 legacy brands into a single, easy-to-find identity.

Smart Way joins Kroger's carefully curated and extensive Our Brands portfolio, which also includes our namesake Kroger brand, Simple Truth, Private Selection, Home Chef and Heritage Farm among others. Consolidating a number of legacy brands will ensure customers searching for opening price point items will be able to easily find what they are looking for on the shelves. Customers can shop approximately 150 Smart Way products on shelves nationwide today, with additional items available in Fall 2022.