Kroger targets fresh food and prepared meals to drive store sales

The Kroger Company announced plans to expand its fresh food and prepared meal offerings during an investor day presentation on Oct. 20, Food Business News reported. Chief merchandising and marketing officer Mary Ellen Adcock stated that the retailer is targeting the 1.4 trillion dollar away-from-home dining market by focusing on ready-to-cook and ready-to-eat options. [1]

According to Food Business News, fresh offerings currently represent 37 percent of an average customer basket at Kroger. Adcock explained that consumers select where to shop based on produce, meat, and seafood quality, building their remaining purchases around those core fresh categories. [1]

To capture more market share, Kroger is investing directly in product quality across both its physical store network and digital sales channels. The grocery chain, which operates with early innovations in vertical integration, previously pursued a 24.6 billion dollar merger with Albertsons in 2022 to strengthen its competitive position against non-union retail rivals. [1][2][3]

Kroger aims to position fresh department quality as a central driver for overall basket growth and customer retention across its retail systems. [1]