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Overview
Kroger is the largest supermarket operator in the United States, running thousands of stores under banners such as Kroger, Ralphs, Fred Meyer, King Soopers and Fry's, along with pickup and delivery services. For food, beverage, health, beauty and household brands, Kroger is one of the most important retail partners in the US.
Kroger's marketplace has closed
Kroger launched Kroger Ship, a ship-to-home service, in 2018, and opened it to third-party sellers in 2020 with Mirakl, starting with more than 50,000 items such as natural and organic products, international food, housewares and toys. In early 2025 Kroger quietly shut down both its third-party marketplace and the Kroger Ship service. The Kroger Ship page now redirects to Kroger's grocery delivery services. Brands can no longer sell to Kroger customers as marketplace sellers.
How brands can work with Kroger today
- As a supplier to Kroger's stores and online grocery services, through its category buying teams or distributors.
- Through Kroger Precision Marketing, Kroger's retail media business, launched in 2017, which lets brands advertise to Kroger shoppers using its loyalty data.
A brand approaching Kroger should be ready with:
- Products that fit a supermarket range, such as food, beverages, health, beauty or household products.
- US regulatory compliance, such as FDA labelling for food and supplements.
- Supply chain capacity for a large store network, often through distributors.
- Marketing and promotional support to drive sales in store.
Why Kroger matters for brands
Kroger reaches a very large share of US households every week, which makes it a key partner for grocery and household brands, even without a marketplace.
How eBrands looks at Kroger
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you want to see whether US grocery retail fits your plans, we are happy to talk it through.
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