• New York Times , Monday, December 15, 2008 11:15 AM

One of these days we're going to see a story about all the stories about grocers expanding their store brands to include premium products. In the meantime, between the standard quotes from retail insiders, Andrew Martin does a good job of exploring Kroger's efforts to develop products that go beyond knocking-off name-brand competitors.

Linda Severin, Kroger's vp for corporate brands, heads up a division that includes value brands, middle-tier labels that compete directly with the big boys in packaged goods, and premium products such as ice cream, microwaveable-ready cut veggies and hand soap with scents such as coconut lime.

But don't discount the lure of four rolls of plainly wrapped toilet paper bearing a price tag of 77 cents, either. Severin says: "It's really a price that isn't going to be beat."

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