Kroger Launches HemisFares Private Brand Ethnic Foods

The Kroger Co. is rolling out a new line of corporate brand products that it calls a "guided tour of the best-of-the-best tastes the planet has to offer."

Exclusive to Cincinnati-based Kroger's family of stores, products in the HemisFares line are "imported directly from the most food-rich regions of the world." Kroger introduced the brand with 27 authentic Italian products currently on shelves, and plans to add more products and countries soon.

"Just like American barbeque can mean many different flavors: spicy, smoky, more of a vinegar base, Italian food changes considerably as you travel across the country," said Gil Phipps, Kroger's VP of corporate brands. "Imagine landing in Italy and getting an in-depth, guided tour from village to village, experiencing the single best example of the most beloved foods from each region. Our goal with HemisFares is to bring only the best food finds to our customers."

Kroger's corporate brands team travels to each region and works with food connoisseurs to identify desirable foods from around the world. The packaging on each product is also unique, as it tells the story of where it came from and what makes that product the "best-of-the-best." Each HemisFares item has a "find number" on the packaging to direct customers to other similar products in the HemisFares brand that they may enjoy.

Customers can expect additional HemisFares products over the next year, from regions including Spain, Japan and others.

"Whether you're epi-curious or just like eating and sharing incredibly tasty food, when you see our HemisFares brand, you can trust the product within is the best this planet has to offer – bar none," Phipps said. "We're sure customers will enjoy them as much as we enjoy finding them. So, join us on 'A Journey of Epicurean Proportions."

Kroger operates 2,623 supermarkets and multi-department stores in 34 states and the District of Columbia under two dozen local banner names including Kroger, City Market, Dillons, Food 4 Less, Fred Meyer, Fry's, Harris Teeter, Jay C, King Soopers, QFC, Ralphs and Smith's.