Store brands lifting Kroger in troubled economy

Linda Severin, a Kroger vice president, has spent the last two years dreaming up new products to sell under the company's store-brand labels.

The company hired Severin to expand its home brands, which include value brands, brands meant to compete against national products, and premium brands.

With fewer people dining out, grocery stores are one of the few markets doing well, and Kroger's store brands account for 26 percent of its sales.

The Nielsen market research company reports that dollar sales of store brands increased 10 percent for the year preceding November 1, compared to a 3 percent gain for branded products.

Read the full article here.