Kroger Makes Easter Delicious and Affordable

Laraine started with a look at how Kroger is delivering value this Easter. The retailer announced a full holiday meal for under six dollars a person—built almost entirely from its private brand portfolio. That includes a Kroger Brand Spiral Ham, garden salad, frozen vegetables, russet potatoes, and even Private Selection mac and cheese.

Dessert? Bakery Fresh fruit pies, of course.

And it goes beyond the dinner table. Kroger is bringing its own-brand value into Easter baskets, craft kits, and seasonal décor through The Fresh Lane, its lifestyle blog.

“It’s a full private brand Easter,” Laraine said. “And it shows just how much storytelling and seasonal strategy are behind Kroger’s approach.”

Best Choice Marks 40 Years of Private Brand Growth

Christopher took viewers through a celebration of Best Choice, the flagship brand of Associated Wholesale Grocers (AWG), which launched in 1985 and now offers more than 3,300 products. What began with just 360 items has grown into a key player in nearly every grocery aisle.

AWG marked the anniversary during its Innovation Showcase and used the occasion to highlight the brand’s impact on independent retailers. With customer satisfaction guarantees, product innovation, and brand extensions like Pure Wonder for pets and Hello World for babies, Best Choice continues to evolve.

“Best Choice is proof that private brands are about more than price,” Christopher noted. “They’re about trust, quality, and scale—and this brand has all three.”

Waitrose Raises the Standard for Animal Welfare

Back in the UK, Waitrose made headlines this week with a major change to its entire chicken lineup. It’s now the first UK grocer to meet—and exceed—the Better Chicken Commitment across all own-brand products. That includes not just fresh and frozen chicken, but also ready meals and sandwiches.

But the story doesn’t end there. Waitrose is introducing a new labeling system that shows how each chicken product was raised. It’s the first system of its kind in the UK, and the lowest two levels of care won’t appear on any Waitrose chicken at all.

“This is a big deal,” Laraine said. “It’s not just about what’s in the package—it’s about how clearly that story is told.”

The new labels offer five levels of welfare, including BCC-compliant, free-range, and organic options. The goal is transparency—and leaders from the RSPCA, Compassion in World Farming, and Waitrose’s own farming partners say it could be a model for the rest of the industry.

IKEA’s STOCKHOLM Collection Turns 40

Christopher introduced another milestone—this time in design. IKEA’s STOCKHOLM collection is celebrating its 40th anniversary with its most extensive edition ever. Launching April 10, the new lineup includes 96 pieces ranging from velvet sofas and hand-blown vases to mushroom-printed lampshades and solid wood sideboards.

The materials are natural and expressive—rattan, wool, linen, and solid wood—and the design feels distinctly Swedish, taking cues from the streets and seasons of Stockholm itself.

“The collection is beautiful, but also a reminder that great design is still a private brand strength,” Christopher said. “IKEA continues to tell rich stories through product.”

Walmart Adds Astigmatism Lenses to Its Eureka Brand

Laraine closed out the show with a look at Walmart’s latest move in health and wellness. The retailer has expanded its Eureka contact lens brand to include an option for customers with astigmatism. Available at Walmart Vision Centers and online, the lenses are priced competitively and covered by most vision plans.

Nearly one in three Americans has astigmatism, and Walmart’s new Eureka product delivers a lower-cost alternative to national brands—further building out the retailer’s trusted private brand portfolio.

“This is another example of meeting customer needs with smart, targeted innovation,” Laraine said.

Every Wednesday: Real-Time News for the Private Brand Industry

As always, Christopher and Laraine closed the episode with a reminder that Velocity Live airs most Wednesdays at 1:00 PM EST on LinkedIn and YouTube, covering the latest headlines and industry shifts that matter most to Retailer-owned Brands.

They also gave a shoutout to the week’s sponsors, Marketing by Design and Centric Software, for helping bring the show to life.

“Thanks for joining us,” Christopher said. “We’ll see you next week with more stories that define where private brands are headed.”

Want to catch the full episode? Watch it on the Velocity Institute YouTube channel or follow us on LinkedIn for upcoming broadcasts and breaking news.