Fred Meyer Stores, a division of The Kroger Co., (NYSE: KR) announced today the expansion of its exclusive line of “Private Selection” premium products as part of Kroger’s nationwide launch of that premium line at more than 2,300 stores in 31 states coast-to-coast.

Fred Meyer first introduced the Private Selection premium brand products in its stores in 1998. After Fred Meyer merged with Kroger in May 1999, Kroger chose Private Selection as its exclusive premium brand and began expanding the product line.

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Fred Meyer carries over 200 of the Private Selection products and more are on the way. Products carried by Fred Meyer include ice cream, cakes and cookies, sauces, deli meats, cheeses, frozen entrees and side dishes, flavored oils and marinades, salad dressings, fruit preserves, and much more.

All items must pass rigorous taste and quality tests before they can earn the Private Selection label. Only the finest-quality, premium products are accepted. Every Private Selection item carries a satisfaction guarantee. If customers are not completely satisfied with any item, they can exchange it for their favorite national brand or receive a full refund.

“The Private Selection brand creates value for our customers by offering a wide variety of high-quality products that are an affordable alternative to the leading premium national brands,” Mike Ellis, Senior Vice President of the Fred Meyer Food Group, said.

The national launch is being supported by a new marketing campaign that features the tag line, “Everything Premium (but the price).” The Fred Meyer campaign includes 30-second television commercials, print advertising, in-store signs, and product demonstrations.

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Fred Meyer Stores is based in Portland, Oregon and features 127 multi-department stores in Oregon, Washington, Alaska, Idaho, and Utah that offer one-stop shopping for a wide range of food, apparel, and general merchandise products. The Kroger Co., headquartered in Cincinnati, Ohio, is the nation’s largest retail grocery chain.