Private selection is a Kroger brand that allows customers to select the items they want to purchase in the grocery store. Customers can either select individual items, or select a group of items. The brand was first introduced in 2002. Kroger has since expanded the brand to include other stores. Private selection has been met with mixed reviews. Some customers feel that it gives them more control over their shopping experience, while others believe that it makes the store more crowded and difficult to navigate.
Some have also claimed that the quality of the items is not as good as items that are available in the regular grocery store. The brand has not been without its controversy, however. In 2006, Kroger was sued by the National Association for the Advancement of Colored People (NAACP) for allegedly using the private selection brand to limit the availability of items that are considered “race-appropriate.” The case was eventually settled out of court. There is no clear answer as to whether or not Private Selection is a Kroger brand. While it does have some unique features, it is still part of the larger Kroger chain.
