Specialty Sauces Brand: Kroger Year-One List, Year-Two Depth, Year-Three Line Extension
Kroger's nine banners share a common Cincinnati HQ approval, but each banner runs its own shelf math. Year One was about getting on shelf at scale. Year Two was earning the depth. Year Three was the line extension.
Growth in Conversions
Specialty sauces brand needed Kroger-wide listing across all 9 Kroger family banners with banner-level assortment alignment.
Content Optimization
MOART secured Kroger HQ approval, then executed 9 banner-level negotiations to harmonize assortment across the chain with category-management submission.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Kroger's family of banners. King Soopers, Fred Meyer, Ralphs, Smith's, QFC, Fry's, Dillons, Mariano's, and Kroger proper. Runs HQ-level category approval at Cincinnati that opens the door to chain-wide listing. But each banner's category lead manages its own facings and velocity expectations. HQ approval is necessary but not sufficient for shelf permanence.
Execution
Year One was about HQ approval and the technical work of getting onto shelf across the network: 6 SKUs across 9 banners, 18-week onboarding through each banner's vendor system, and a launch demo program at the 60 highest-traffic stores in the chain.
Year Two pivoted to depth. We ran banner-by-banner velocity reviews to identify which 247 stores deserved a 4th SKU added at second-shelf reset. The data showed higher Hispanic-shopper density correlated with the brand's tomato-based sauce variants, concentrated in Ralphs, Fry's, and select Kroger SoCal stores. Year Three opened the line-extension conversation with HQ category management: two new SKUs in a co-pack format aimed at the Kroger meal-kit subscription program.
Project Results
1,847 Kroger family stores across 9 banners at end of Year One. 247 stores expanded to 7-SKU assortment at Year Two reset based on banner-level velocity analysis. Two line extensions approved at Year Three review, with co-pack distribution into Kroger's meal-kit program.
Conclusion
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